When you shop for coffee, you’ve probably seen bags labelled light roast, medium roast, or dark roast. It’s a convenient shorthand—but it doesn’t really capture what’s happening inside the bean. That’s why on our branding we avoid those terms, and instead talk about how “developed” a coffee is.

So, what's the problem? 

The words light, medium, and dark suggest roast level is only about appearance. But the outside of a bean doesn’t tell the whole story. Some beans naturally look darker due to origin or processing, even when roasted to the same degree as others. Judging by colour alone can be misleading, both for us as roasters and for you as a coffee drinker.

What does 'more developed' mean? 

When we say a coffee is more developed, we’re talking about how far along it’s gone in the roasting process. Every bean passes through key stages—like first crack and, in some cases, second crack. A “more developed” roast means we’ve carried the bean further along this path, coaxing out different sugars, acids, and aromatics.

• Less developed roasts highlight brightness, fruit, and floral notes.

• More developed roasts shift toward caramelization, chocolate, and nutty tones.

This language connects more directly to flavour development—not just surface colour.

Why it matters 

Coffee is incredibly diverse. Origin, varietal, altitude, and processing all influence how a bean responds to roasting. Two coffees roasted for the same duration can taste entirely different. By focusing on development rather than colour labels, we can better describe what’s actually in the cup.

It also gives you, the coffee drinker, a clearer way to explore. Instead of picking “medium” because it feels safe, you can start thinking about what you actually enjoy—bright and lively? Balanced and sweet? Rich and chocolatey?