About the Project
The Coffee Factory is a leading coffee retailer in the Netherlands, supplying coffee beans, machines, and expertise to individuals and businesses. Despite their strong offering, the brand identity felt generic, missing the direction and distinctiveness needed to stand out and grow in a competitive market.
While at Home of The Brave, I was asked to refresh their logo and core visuals, but I saw a bigger opportunity. After delivering the official redesign, I continued working independently to build a full identity system, one that could truly reflect the quality of their product and ambition.
I introduced a new palette, typography, packaging, motion-photographic language and the tagline: “We love Beans”. This second phase became a kind of playground, a space to experiment, expand, and imagine what the brand could become
Services
Brand Idenity
Art Direction
Motion Design
Design Process
I wanted to maintain the recognisability of the original logo and its key elements. I kept the factory’s “steam”, now rising from the “C” like a chimney, and turned the original circle into a central graphic device. This shape became the foundation for the graphic elements that give life to the identity, used across coffee flavour patterns, graphic elements for the motion and layout rhythms.
I also introduced a wide and vibrant colour palette designed to distinguish coffee types, campaigns, or product lines. The vibrancy brings energy, while the pairings help create structure and rhythm.
Design Process
Typography plays a central role. Farmacia, the main typeface, is bold, clean, and expressive strong enough to stand on its own. In some compositions, it even becomes the main graphic element, working alongside the circle. It pairs nicely with PP Rader the secondary typeface, which brings warmth and works well for longer texts and descriptions. The result feels balanced and characterful.
The highly contrasting treatment of the photographs creates visual tension, with strong shadows and deep contrast giving the images a youthful and vibrant tone. I also began experimenting with real textures, including a grainy background noise inspired by actual coffee grounds. It adds a raw, organic layer that balances the more graphic elements and typography.
All Works
