Redesign the visual identity for an independent coffee brand

Context

An independent coffee roaster focused on sustainability and small-batch production is preparing for a wider retail launch. Their current visual identity feels dated and doesn’t reflect the quality of the product or the values of the brand.

They want to explore a new visual direction that feels confident, modern, and considered — without losing warmth or approachability.

The Challenge

Create a refreshed visual identity that could realistically be used by a growing independent coffee brand.

This is an exploratory brief. There is no single “correct” answer — thoughtful interpretation is encouraged.

What’s Needed

• A refreshed logo concept (can be iterative on the existing idea or entirely new)
• A proposed colour palette
• A clear visual direction that could extend to packaging and digital use

Constraints

• Target audience: 25–40, urban, design-aware
• Sustainability should feel embedded, not performative
• Avoid common coffee clichés (beans, steam, rustic scripts)
• Should work across packaging, signage, and social media

Deliverables

• 1–2 core visual concepts
• Any supporting sketches, mockups, or visuals you feel are appropriate
• A short written explanation of your thinking and decisions

Deadline

Open
(Work on this at your own pace.)

How to Submit

Share a link to your work (Notion, Google Drive, Figma, personal site, etc.) via the submission form linked below.

Notes

• This brief is intended for portfolio work and creative exploration.
• You retain full ownership of your work.