Hospitality in Melbourne is a crowded bracket, so when entrepreneur Joshua Rajal and industry veteran Jarrod Moore linked up in 2024, the question was how to carve out space within it. Joshua had the keys to a collection of cafes already - Federal Coffee, Our Little Ray of Sunshine and Plain Sailing to name a few, but no brand to unify them as a group. We then entered the picture to help. First came a deep dive into the basics. Offering, operations, positioning, ambition, all resulting in a clear business and brand vision to work with. The brand had to be distinct from competitors in the space. Instantly recognisable. Naturally optimistic. Future-ready. This was to be a brand with neighbourhood character that puts locals first. Something that reflected the optimistic personality of the group's staff, venues and future venues. These early workshops birthed a beta-mode ethos which came from Joshua's Mauritian background - where an open-door policy means everyone is to be made welcome in your space. Putty for the mind and for the work.