The Challenge:
How Do You Turn an Everyday Coffee Brand into a Global Movement of Connection?
We weren’t just asked to design a logo. We were asked to design a movement—one that invites the world to connect.
The Solution
A Premium Lifestyle Brand, Grounded in Purpose. Poured with Intention.
We rebranded HeBrews from a feel-good concept into a purpose-built premium brand. One that’s equal parts culture, coffee, and cause.
Identity System — Designed with Conviction
We explored two bold routes:
The Mark of Connection:
A soft, humanist icon representing conversation, ripple effect, and humanity at its best.
The Typographic Voice:
A custom wordmark built for quiet power. Timeless, premium, and confident enough to stand alone.
We eliminated clutter. Removed literal coffee clichés. Built a visual language of intention, warmth, and credibility.
Color & Typography
New Primary Palette:
- Deep Moss Green: grounding, calm, sophisticated
- Warm Cream: light, natural, inviting
- Charcoal Gray: gentle contrast with clarity and modernity
Accent Colors:
- Terracotta, Golden Ochre, Muted Clay: inspired by soil, ritual, and natural process
Typographic System:
- We replaced five conflicting fonts with one versatile, premium typeface
- The result: unity, legibility, and elevated brand trust
