2017
Philz Coffee is a friendly and eccentric coffee shop based in San Francisco, California, that grows to be a leading brand among the coffee lovers.
PROJECT BRIEF
Philz’s current branding is considered outdated, despite the brand’s unique personality and rich history that set it apart from major competitors. A thoughtful rebranding could significantly enhance the overall customer experience. One proposed direction is to simplify the name from “Philz Coffee” to “Phil’z.” This new identity is deeply inspired by the founder, Phil Jaber, and seeks to preserve the brand’s urban San Franciscan roots through a hand-drawn illustration style that defines the visual system.
& Wayfinding