Formerly known as 'Merito Coffee,' Seachange renamed it Allies—a powerful name symbolising community and partnership. It aligns with Hans's commitment to supporting his suppliers and serves as a rallying call for customers, cafes, and suppliers to unite over their love of coffee.

Seachange's inspiration for creating a legacy brand for Allies drew from the rich history of coffee. Delving into its roots in ancient Egypt and Ethiopia, the agency discovered coffee's ability to bring people together, spark conversations, forge friendships, and create lasting memories. This led to the creation of the Allies symbol, visually representing 'United by Coffee.' Drawing from ancient Egyptian hieroglyphics and early coffee ceremonies, the symbol embodies sharing, farming, and worship themes. The quality-seal-like mark adds an artisanal touch to the brand as a badge of honour reminiscent of club or party patches.