Mixing purpose and pleasure 

Grounds for Good has a pioneering and hopeful story to tell. Former NHS Consultant Psychiatrist Dr Rosie Oretti came to us with the fundamental challenge of educating UK coffee lovers about coffee grounds waste. 

We're throwing away something with over 90% of the original ingredients still in the bean. A product that is high in; fibre, protein, minerals, antioxidants, and sugars. Not many people know that. Grounds for Good are on a journey to net zero coffee waste by distilling award-winning dry gin, premium vodka and aperitif Aperoffi, researching innovations in their coffee lab, diverting the used grounds for green energy and giving £1 of every full size bottle sold to Wale’s homeless charity LLamau. 

Our brief was to create a new home for used coffee grounds innovation, positioning this beautiful botanical spirits brand to appeal to any ardent indie coffee shop supporter, leading with exceptional taste first, environmental credibility second.  We got together with our pal Ben Perkins at Subvert Studio to make this happen.

The results

“Working with White Camino has been an incredibly positive experience from start to finish. They genuinely understood our vision for Grounds for Good and transformed it into a website that truly reflects who we are as a business. The whole process felt collaborative, creative, and genuinely enjoyable — they made what could have been overwhelming feel exciting and fun. We couldn’t be happier with the final result.” Dr Rosie Oretti, Founder, Grounds for Good