A complete brand refresh for a beloved regional coffee chain — from identity and packaging to the in-store experience. Eight weeks, one clear system, a warmer welcome.
Meridian has grown to 34 cafés on loyalty and great coffee — but the brand has drifted. Six logo variants, three cup designs, and signage that no longer says who you are.
12 new locations are planned across the next 18 months. Every one built on the current mess multiplies the cleanup cost.
Gen-Z regulars discover cafés through the feed first. The brand needs to photograph as well as it pours.
A retail bagged-bean line launches in Q3 — the perfect moment to define one coherent look on the shelf.
"Do it once, do it right, before the footprint doubles."
Audit the current identity, interview staff & regulars, map the competitive shelf.
Positioning, voice and a single strategic platform to design against.
Identity system, packaging, signage and the full expression across touchpoints.
Guidelines, asset handoff and a rollout plan across all 34 locations.
Primary logo, marks, color, type & a full lockup family.
Cups, sleeves, bagged-bean line & retail labels.
Signage, menu boards, wayfinding & interior accents.
Social templates, app icon, email & web headers.
A living 60-page book for teams & vendors.
Phased plan & asset packs for all 34 locations.
50% on kickoff · 50% at final handoff. Photography day & production quoted separately.
Countersign & return by May 3 to hold the summer window.
Half-day session with your leadership to align on goals & access.
Discovery begins the following Monday. First readout in two weeks.