Established in 1999, Planet Coffee Roasters is a local roastery based in City of Industry, California. The company started out making coffee catering only to the specific taste of the Vietnamese community. After two decades of practice, they are ready to expand their market to reach more coffee lovers in the states and around the world.
Scope of work: Brand Strategy, Brand Identity, Packaging, Website, and Print.
Through the brand discovery process, the founder and I identify the biggest challenge of this rebranding project is to mediate between the heritage and the contemporary. The new brand identity can not be alien to the existing customers. At the same time, it has to create a bridge to bring in the modern coffee enthusiasts. While the original logo being vintage and targeting only Asian customers, the new one has to be modern and versatile.