Graffeo Coffee
Project by c plus c workshop
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.
The rebranding masterfully captured Graffeo Coffee’s unique fusion of tradition and innovation. A sleek, contemporary logotype was introduced, paired with a distinctive ‘G’ brand mark, visually communicating Graffeo’s unwavering craftsmanship and dedication. The packaging was reimagined with a streamlined colour system, providing immediate visual differentiation between coffee varieties and reinforcing the brand’s refined aesthetic. The 75th-anniversary logo celebrated Graffeo’s storied journey and family heritage, while the overall rebranding unified its identity for a global audience, embodying the harmonious blend of tradition and innovation in every nuanced detail.
