Today marks the official beginning of a brand new adventure for Indie Coffee Roasters as they open their first brick and mortar coffee shop and roastery on 220 E Main Street in Carmel, Ind.

The space is perfect — a beautifully renovated, two-story residential-turned-commercial space just doors down from Carmel High School in the heart of Carmel’s Arts & Design District.

Alec Tod and his team have done something really great with Indie Coffee’s new space. Sure, it’s been beautifully renovated down to the very last detail. Sure, the roaster has filled the space with the aroma of freshly roasted coffee. Sure, the staff is extremely friendly and knowledgeable and highly trained. Sure, it’s the perfect atmosphere to catch up with your friend, Joshua, over coffee. And SURE, this is the best flat white I’ve had in a long time. Okay. They have really hit it out of the park.

What really makes this place so special is its brand. Jenny Tod, Alec’s super talented wife, has been the mastermind of Indie Coffee’s visual identity since 2014. Since its inception, the power couple has really taken the brand to a level every company — big and small — should aspire to.

The Indie Coffee Roasters Brand

The word ‘brand’ — like a lot of other creative industry words — has drastically changed over the last 5-10 years. It used to mean a company’s logo and color-scheme, but now it encompasses so much more than that:

  • Logo & Color scheme (or visual identity)
  • Website
  • Marketing layout
  • Language
  • Mannerisms
  • Beliefs & Values

A company’s brand should be the core of its very existence, and Indie Coffee Roasters has done that. Yes, the visual identity of the coffee powerhouse is STRONG and beautiful, but so is every other aspect of the brand.

Alec and his team believe their brand is the most important aspect of the business so much that it is applied to every single possible interaction you can have with their brand, whether you catch them across social media, see their beans in a local store, or stop by the new cafe in Carmel. Their brand bleeds through everything they do — it’s a common belief system.

Get Yourself Some Coffee

What I’m really trying to say here is that you need to make it to Indie Coffee Roasters in Carmel ASAP. The coffee is amazing, the atmosphere is polished, and the brand… it’s perfect.