In the early days of business when fresh roasted and espresso coffee was being discovered by Kiwis, Michael Allpress operated espresso carts in Victoria Park Market and Auckland University.

The original Allpress Espresso logo was designed at this time and style influences for the brand were driven by traditional Italian aesthetics, using sharp and smooth shapes to identify with the sensation of coffee tastes.

Taking an innovative approach to introducing the brand, Michael led the way by putting his logo on custom printed take away coffee cups, being the first in New Zealand to do this. This immediately provided ‘on the street’ impact and ‘mobile’ branding that heralded the beginning of brand recognition for Allpress.

While the brand look has evolved, elements that remain are based on the same look and feel as the previous incarnation but simplified in keeping with contemporary ideals.

Coffee lovers have come to know that the Allpress brand stands for quality and great taste.