You know the drill: you walk into a stripped-back, slightly industrial space which has splashed out on the plywood, and head to the counter, where a bearded fellow in cobalt-coloured ‘workwear’ is lighting a bunsen burner while you read a menu with six different roast options. Mild panic kicks in when you realise it’s your turn to order and you only want a coffee… but where to start?

Now forget all that and start over. For Top of the Mornin’, YouTuber Jacksepticeye’s coffee brand, we swapped coffee snob for coffee enthusiast.

Jacksepticeye, aka Seán McLoughlin, is a well-known YouTuber with a gazillion followers (when we last counted) and a head-over-heels-can’t-stop-talking-about-it, all-consuming love of coffee. Earthling Studio asked us to come up with the tone for Top of the Mornin’s rebrand, which took its cues from Seán himself.

If you watch Seán on YouTube, it’s hard not to be swept along by his enthusiasm, excitement and all round big-grin approach to life. And coffee. He LOVES coffee and he wants you to love it too. It doesn’t matter how you make it, it doesn’t matter where, just drink a cup of his “sweet dirty earth juice” and all will be well.

We deliberately swapped artisan coffee’s serious, beard-stroking tone for something far more energetic to match Earthling Studio’s sunshine-bright designs. This tone is not just enthusiastic, it’s ABSURDLY enthusiastic, for ‘absurdly good coffee’. Think puppy on a pogo stick after a double espresso levels of enthusiasm and you’re just about there.