25 Coffee Roasters is a company from Kharkiv. The company was founded in 2013. It works with the production and supply of freshly roasted coffee. In 2018, the company decided to rebrand and completely update the logo and corporate identity to make the brand more emotional and modern. The fresh view and image was the main condition for the new identity. On another hand, the new identity should maintain brand awareness.

The coffee bean — is a previous company’s logo. In the process of rebranding, we decided to abandon this typical coffee symbol in the logo and made the number 25 the main. 25 means the extraction time and the volume of the perfect espresso.

We decided to create a new identity, which is based on a human image. Such an identity is more emotional and closer to the consumer. The consumer can imagine a team of 25 coffee roasters, who love their job and monitor the quality of the product. Such an image formed the basis of the new identity.

We drew the main illustration — the face of the roaster, who peers into the grain and carefully monitors the roasting process, makes sure that only the right grains get into the cup from the workshop. In addition to the main illustration, we drew a few more. With the number 25, grain and, of course with a person. The series of illustrations can be continued in social media communication and outdoor advertising.

In the new identity, we decided to reduce the palette significantly. Choose a blue color — for the main coffee line and mustard — for the speciality line. The unifying brown color can be used only as emphasis. It adds coffee flavor to the company’s character.

With the logo and illustrations, we developed the design of packaging and glasses, corporate documentation and souvenir products, and branded bags that you already can see on the city streets.