Valentine Coffee Rebrand

Valentine Coffee sought a fresh rebrand that better aligned with its appreciation for coffee and reflected its commitment to serving artisanal coffee to its visitors. This project focused on revitalizing brand identity, packaging, and digital presence to create an elevated yet approachable system that resonated with an audience that not only wants a good cup of coffee but a memorable experience served alongside it, celebrating the craft behind every cup.

Problem

Valentine’s current branding lacks a distinct identity, leaving it feeling outdated and devoid of personality. With an uninspired color palette, over-reliance on stock photography, and a lack of a clear brand statement, the existing design fails to convey the warmth, personality, and artisanal nature of the coffee, making it difficult for the brand to connect with a modern audience.

Goal

The rebrand for Valentine Coffee will breathe life into the company’s identity by introducing a fresh, contemporary look that feels both authentic and inviting. Through thoughtful design choices—such as a dynamic color palette, custom visuals, storytelling elements, and more visually appealing menu items—the rebrand will give Valentine a personality that evokes excitement. This new direction will shift the brand away from its outdated image, creating space for bold possibilities that celebrate craftsmanship and community.

Ideation

Valentine is a family name -- Robb’s grandfather, Valentine, is from the Pribilof Islands near the Bering Sea, and it was always said that if you were stuck on an island in the middle of the Bering Sea, a good cup of coffee might be nice.

Backstory, warmth, beginning, humble, grandpa Valentine, figure, mascot

Logo Process

Valentine is a family name -- Robb’s grandfather, Valentine, is from the Pribilof Islands near the Bering Sea, and it was always said that if you were stuck on an island in the middle of the Bering Sea, a good cup of coffee might be nice.

Backstory, warmth, beginning, humble, grandpa Valentine, figure, mascot

Type and Color Palette

Applications

Cafe Space

A balance between warmth and minimalism. The use of natural material, clean lines, and soft lighting to create a cozy yet modern environment that encourages customers to walk in, linger, and enjoy their experience.

Welcoming, warm, gather, soft lighting

Adriana Lassa

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