Overview

For this project, we were challenged to select a commodity brand and develop a modernized rebrand that better reflects its identity and product. I chose Folgers, a well-known coffee company, intending to refine its logo and overall visual presentation. One of the key reasons I selected Folgers was its existing red-dominated color scheme, which, while iconic, did not strongly convey the essence of coffee.

I began the process with extensive logo sketching, exploring various design directions before narrowing down to 10 refined concepts. After careful consideration, I selected the strongest final design and refined it further, experimenting with color variations, typography, and composition to create a fresh yet recognizable identity.

The final rebrand enhances Folgers' connection to coffee culture, reinforcing warmth, richness, and the sensory experience of a great cup of coffee.