Reborn Coffee Packaging Redesign
Project Scope: Packaging Design, Brand Development, Creative Direction
Collaborator:
Alex Hua - Photography
Gu Teng - Logo Design
Overview: Working from Reborn Coffee’s new logo and evolving brand direction, I led the design of packaging and retail print materials across their product line. I balanced a modern visual direction with classic elements from the previous identity to create consistency during a period of brand transition.
The Challenge
Reborn Coffee was in the midst of a gradual rebrand, introducing a new logo and modern, minimal aesthetic while much of its stores still reflected the previous identity. Their coffee bean packaging became the first major customer-facing touchpoint for the new brand, requiring an elevated look within limited production budgets.
Design Approach
The new logo marked a clear departure from the previous brand aesthetic. To create a smoother transition, the packaging design intentionally preserved familiar visual elements, allowing the updated identity to feel cohesive, recognizable, and aligned with existing in-store presence while remaining flexible for future product expansion.
Whole Bean Packaging
Versions A and B featured the new R logo prominently on the front. Because the R logo is drastically different from the previous logo, it competed with the overall design and disrupted the clean, sleek aesthetic we were aiming for.
Chosen Direction – Version C
Version C was selected for its clean, bold, and sleek presentation. It aligned the best with Reborn Coffee’s identity, subtly incorporated the new logo, and ensured the design felt cohesive without overwhelming the packaging.
Whole Bean Label
To complement the Version C packaging, I designed a label that reinforces the brand identity while clearly communicating key information like roast type, flavor notes, and origin. The typography features bold lettering and playful layouts with foil detailing on the “pill” to add a premium touch.
Initially, we considered bright colors, but budget constraints led us to neutral, earthy tones that also evoke a natural, artisanal feel. The label’s placement keeps the front clean and eye-catching, letting the packaging remain bold and modern.
Initial Design Concepts
Final Design Concepts
Final Product
By balancing bold, modern design with thoughtful production considerations, the result is cohesive, functional, and aligned with Reborn Coffee’s evolving identity.