At present, Vernacular represents smallholder coffee producers who migrated from Central Travancore to Wayanad to cultivate Coffea canephora. Their story embodies adaptation, resilience, and belonging — creating a beverage quietly woven into daily life.

At its core, Vernacular is a meditation on language and its transfer — on how our sensibilities are shaped by the movement of people, technologies, and materials. Through technical interventions and research-based storytelling, we aim to bring overlooked producers closer to their consumers, expanding the definition of craft and re-situating its relevance in urban spaces.

Our brand language seeks an uncanny familiarity through the subtle juxtaposition of visual, sensorial, and linguistic cues — from transliterated logotypes inspired by Indian print periodicals to pixelated motifs that bridge the natural world and digital culture. An earthy, universal palette converses with subcontinental references, creating fertile ground for new possibilities.

The dragonfly, the brand motif, pays tribute to its migratory tendencies and ubiquity across ecologies — symbolising both familiarity and exploration. It mirrors the journey of our producers and the diverse contexts of consumption.

Buy Vernacular Coffee here