Established in 2007, RUFOUS Coffee Roasters has over ten years of experience in coffee roasting and brewing, it makes RUFOUS an iconic brand in Taiwan. Meanwhile, their partners are still focusing on new skills and improving the products. Their Homemade Roasting Beans was highly rated by Coffee Review, a leading platform of coffee industry.
For the new brand identity of next decade, designers reviewed RUFOUS’s story, core values, and the current identity then. There’re two main tasks of design team: bringing fresh look to regulars and keeping old logo’s characteristics. The designers use circular shape to express the process of roasting. ”The True Coffee Colour From Our In-Shop Roasting,” their barista says.
RUFOUS has two shops in Taipei, but their vibes are so different. In this new identity, designers applied different color themes for each one, and for different products, each one has their own visual appearances, and all under the same brand tonality.