Peet’s Coffee Rebrand
This project was about rebranding a company of our choosing. We weren’t allowed to go for huge brands like Starbucks or McDonald’s, since there are already a lot of rebrand ideas out there from other people. I chose Peet’s Coffee because I’ve been going there since I was a kid and I always felt there was a disconnect between the feeling of Peet’s and their logo. Although this project was a hypothetical rebrand, it was very fun to go through the whole rebrand process again on my own. Even though I had a lot of input from others in my class, the decisions were ultimately mine and I was able to work everything out by myself.
The process I went through with this project is the most similar to my current process. I started out with a color palette and fonts that would be used throughout the brand. I wanted to add more branding elements that could be used as accents and decided to use coffee stains to keep the original rustic, approachable feel of this chain.
The next part of the assignment was to go through logo ideations. We started out by making twenty different logos, and through in-class critique, we narrowed it down to two, until we decided on one. After we’d narrowed it down to two logos, we needed to scale them down to see what they would look like as icons or at a smaller size. This helps determine the recognizability for a logo.
After we’d gone through revision processes with feedback from the class, we were ready to move on to product and advertisement mockups. We were assigned to make three print advertisements, three different product mockups, and a business card. Since this is for a coffee chain I mocked up a bag of coffee beans, coffee to-go cups, and a pastry bag for the products. As an extra fun one, I mocked up some latte art that I thought would be cute.
