10 Years of Assembly: Evolving our Design Language

Good coffee doesn’t sell itself.

It’s a principle that has shaped Assembly from the very beginning – and one that continues to guide how we present our work.

As we mark our 10-year milestone, Assembly co-founders Michael and Nick sat down to reflect on the evolution of our design language – from the flavour wheels that convey our tasting notes to the rice paper bags that line the shelves of cafés, restaurants, and hotels around the world.

One of our founding beliefs is that better is always possible. So, as we entered our tenth year, we chose to refine our packaging – a move towards less, not more. While the flavour wheels remain, they no longer sit on the bags themselves, reflecting a growing confidence in our coffee, our service, and the partnerships we’ve built along the way.

It’s always meaningful to see that work resonate, and today we have a moment to reflect. Our Hachi Saikō Geisha release – the first coffee presented in this new approach – has been shortlisted for Coffee Bag Design of the Year at the London Coffee Festival Awards 2026. 

An honour, and a reminder of why we do what we do. 

Explore the full shortlist and cast your vote here.