Graffeo Coffee Roasting Co., a San Francisco North Beach institution since 1935, presented a unique design challenge: to modernize a rich, family-run legacy for a global audience, while maintaining its esteemed artisan coffee reputation. In 2010, a strategic rebranding was undertaken to seamlessly blend Graffeo’s rich legacy with a contemporary vision. This initiative encompassed a refined logotype, a commemorative 75th-anniversary logo, and a meticulously redesigned packaging system employing a vibrant colour palette to differentiate coffee varieties. This new visual language honoured Graffeo’s heritage while forging a modern, cohesive brand identity tailored for today’s global marketplace.
