The objective of this project was to redesign the brand of a coffee company to create a new and refreshed image that appeals to modern customers and positions the company as a leading player in the coffee industry. The brand personality should be modern, bold, and authentic. It should convey a sense of quality, sustainability, and passion for coffee. The brand should be approachable and engaging, while also maintaining a level of sophistication and elegance.

The target audience for this brand redesign is coffee lovers, particularly millennials and Gen Z customers who prioritize quality, sustainability, and authenticity in their purchasing decisions. They are also social media-savvy and value experiences and aesthetic appeal.