Grão Torrefação

We kept what the house did well — the name, the yellow, the rigour — and dropped the rest. The brand now works on a coffee bag and on a shopfront alike.

The challenge

Forty years had left seven versions of the logo in circulation, each drawn by whoever was around. In the cafés they supplied, the brand showed up five different ways in the same room.

The approach

Starting from scratch was the wrong call: the yellow was already recognised and so was the name. I redrew the logo from the 1985 version, the best of the seven, and wrote a manual short enough that someone would actually read it.

The outcome

One brand, applied consistently across bags, cups, vans and shopfronts.