What's in a Name?

Turns out a lot. It's an identifier, an identity, and can say a lot about your personality. I had a really hard time coming up with a name for my new coffee roasting endeavor 3 years ago. I finally landed on Little Red Wagon Coffee Roasters because I thought it was catchy, people were unlikely to forget it and it had a little personal backstory (it's a camp song...and in a former life, summer camp was my life).

However, if I'm being honest with myself, I always had a bit of a love/hate relationship with the name. It had great nostalgia and people thought it was fun! But honestly, red isn't really my favorite color and everyone always wanted me to paint everything we built bright red (like a wagon!). And it was a mouthful! With long, often screwed up, web and email addresses. But it was our name...and we loved it.

Last year when planning our growth strategy we took the plunge to TM our name. Turns out, no can do. This was tough for us to hear, but created the opportunity for us to step back and really reflect on the company we'd been building. Who are we? What do we want to be when we grow up? Surprisingly, those questions were easy for us to answer. As you know, we are coffee lovers, but we are also adventurers, travelers and outdoor enthusiasts. Our company was built on the idea that your coffee should fuel you to do the things you love, and we have gone to great lengths to explore creative and innovative coffee solutions that make for an unforgettable coffee experience for all of life’s adventures. 

We needed a name that reflected this. Interestingly enough, this time finding a name wasn't so hard.  I've always been enchanted by the treeline at dusk, when the trees are a silhouette against the grayish blue sky. One day while describing this visual to Deejay, it occurred to me that this could be a great name! And there it was, right before us. It's taken us a while to embrace the change (we understand if it takes you a minute too), but we are thrilled with what's come of it. 

Stacy, our incredible designer, has taken this beautiful Treeline drawing from our friend Jasmine Lily, and created awesome logos!

New packaging is on it's way and will be hitting the shelves this month! 


As a throw back to our first retail space, our new roastery will be fondly referred to as Treeline Roasting Room. We can't wait to share a cup of coffee with you there later this summer! See you soon! -Natalie