Rationale:

Project Objective:
To revitalize the brand identity of Eight O’Clock Coffee, enhancing its visual appeal and market positioning to attract a broader audience and increase customers

Eight O’clock Coffee has been around since 1859, so rebranding the company was a task that I needed to take very seriously because of the longevity and history the company has. The last thing I would want to do is completely make this brand unrecognizable to loyal customers and destroy what the company has built for all these years.

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The Target audience includes coffee enthusiasts, those seeking unique blends, and busy professionals who rely on coffee for energy and focus. We also cater to individuals interested in organic, fair trade, and sustainable coffee options.

I reworked the logo by shaping an eight and replacing its inner circle with coffee cups to align with the brand's aesthetic. To keep the vibe cozy and friendly, I chose a softer typeface. I stayed true to the original colors, applying them to refresh the coffee bags and cups. The design is modern and simple, with white typography to stay on trend.

This project was a success. I believe I effectively enhanced the brand by striking a balance making thoughtful updates that expanded its appeal without completely overhauling its identity.