May 10, 2018

Sabertooth (Espresso Blend)
Ethiopia Yirgacheffe Diredawa (Filter)

It’s always exciting when an old favourite takes a new direction. Like donning your favourite t-shirt with some new jeans, or trying your favourite java in a new mug. This month at 3tt, we’re featuring one of our all-time fan favourites with a recent twist, as Vertue Coffee Roasters re-launch a stunning new website and branding.

The clean design of their rebrand draws inspiration from the idea of communication.

“It’s the same attention to detail as our old branding, while finding a new way to translate our love of coffee to our customers,” explains Mike Cracknell, Vertue’s Managing Director. 

The new design also cleverly reflects elements of Vertue’s flagship cafe and roastery: such as pops of cobalt blue furniture, set against a clean backdrop of timber and exposed brick. Hidden down a secluded laneway, the Carton venue is a bustling hub for coffee lovers and foodies alike. Originally a horse stable in the 1800s, Mike really has created the perfect, hidden laneway gem.

And it’s not just the venue which touches on history. Taking its name from a London handbill written in 1652, “The Vertue [sic] of the Coffee Drink” was the first record of coffee being roasted and sold as medicine. “This handbill outlined the various medicinal and other benefits of drinking coffee,” explains Mike. “We thought it was a pretty great source of inspiration for our name.” With coffee being our daily drug too, we can’t agree more.

So it’s no surprise that this month’s coffees will keep you coming back for seconds. The Sabertooth Espresso Blend combines beans from Colombia for balance, Brazil for body and nuttiness, and Ethiopia for floral sweetness, resulting in a subtle stone fruit flavour. 

If you’re brewing the Sabertooth on a commercial espresso machine, Mike suggests using the following recipe: 

  • Dose: 21g
  • Yield: 52.5g
  • Extraction Time: 30-35 seconds
  • Temperature: 93°C

For this month’s filter fans, Vertue have the Ethiopia Yirgacheffe Diredawa on offer. This delightful coffee is a classic washed Yirgacheffe, processed at one of Vertue’s favourite wet mills in Kochere, Biloya. You can expect a juicy and complex palate of passionfruit, sweet lemon, white peach and fragrant lemongrass.

In addition to the re-brand, there have been other exciting developments since we last featured Vertue back in 2015. After the success of his Carlton venue, Mike teamed up with long-term friend and partner Melissa Hamilton to open a second cafe last year. Inward Goods is a little hole in the wall in Richmond, at 33 Waverley St. “Obviously, this is a different scale than at Vertue, but it still brings an appropriate Vertue experience to the space,” says Mike.

So come on a journey with us to discover the new and improved Vertue Coffee Roasters: a fresh take on one of Melbourne’s classic hidden gems. You’ll be a fan in no time.


Visit Vertue Coffee Roasters:

8 Raffa Place, Carlton, Vic 3053

Instragram @vertuecoffee