Arabian Coffee is a California-based coffee roaster & retailer that was established in 1972, they offer the highest quality of Arabica ground coffee made from Arabian mocha sanani beans grown with great care in the Arabian peninsula.
Recently, the company was bought by a rich investor and he wanted to reposition the brand in the market as a more premium product while retaining that Arabian feel and heritage . i was hired to reimagine the brand in a new way that attracts new customers and make old ones fall in love all over again.
PROBLEM
The client wants to rebrand and reposition the brand as a luxury product.
APPROACH
We started with research, we explored where the brand stand and pictured it's destination. We wanted to reintroduce in a new light but at the same time keep old customer hooked. we made logo propositions, one of which was picked by the client. after that we went moved to the visual identity and eventually we tackled the packaging design and offered a different style of packaging to suit the new direction.
SOLUTION
we created a new solid foundation for the brand by reimagining the logo, the visual identity and a new packaging design.
The Brand's Mission
To offer the best and richest coffee made from the highest quality beans sourced from the Arabian peninsula.
The Brand's Vision
To become the coffee brand of choice for everyday coffee drinkers and enthusiasts alike.
The old logo and identity
Arabian Coffee's old logo alongside it's competitors
Logo Exploration Phase
The new logo
Comparison between the old and the new logo
Arabian Coffee's new logo alongside it's competitors
