The objective of this project was to rebrand a company. I chose a local coffee shop, Colectivo Coffee located in Chicago, Illinois. In order to redesign their logo, I did some research on the company. Looking at their website I noticed how messy and inconsistent their menu was. On their cups, coffee bags, and merchandise they used over 5 different logos. The logos didn’t work well together, so I wanted to bring my own twist to it. Redesigning the logo I brought black, teal, and brown into the color palette and used the typefaces Qanoar and Futura PT. Because Colectivo Coffee has a script typeface as their main logo, I wanted to modernize it. After redesigning their logo, I then created a cover letter, business cards, and an envelope. When designing them, I stayed consistent with the theme and placement of colors and logos. For the deliverables, I designed a coffee bag, coffee cup and mug, and tote bags. When designing the deliverables I played with hierachy, placement of logo, and color. 

Some challenges I went through while designing my rebrand was not knowing the direction I wanted to go in the beginning. I liked the playful style of their logo, but I wanted to give it a more modernize look. I also had a hard time putting the logo on mugs for the website mock-up. It was hard to curve the logo correctly to make it look realistic so I went through many trial and errors.