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Peet's Coffee Rebrand

To better understand the semiotics and form of graphic design structure, I created a series of logo typologies, rebranding Peet's Coffee. The construction of a new word mark, letter mark, emblem, pictorial, and abstract logo taught me the importance of brand assets and how to build an identity. After researching the brand's roots, I incorporated Peet's western California influence with a calming, earth tone palette to reflect their devotion to coffee bean sourcing. My goal with this rebrand was to make Peet's stand out against competitors and differentiate their look from typical competitors.


Peet's original branding is very monotone brown with a heavy reliance on patterns. I wanted to liven up the brand, while still emphasizing their dedication to coffee bean sourcing. 

I wanted the new Peet's Coffee brand to feel fun and lively with a recognizable look while still keeping an organic color palette. My goal is always to create designs that are not only visually appealing but also effective in reaching their intended audience. Peet's audience will be more willing to interact with this approachable brand, increasing brand awareness and sales of merchandise. 

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