Acme Coffee Co. — rebrand 2026
/Clients/Acme Coffee Co./Projects/Acme rebrand 2026.md · in progress · due May 15
Direction
- Reposition from "third wave artisan" to "neighborhood daily" — broader appeal, lower friction
- Warmer palette: cream + dark roast + a single accent
- Display face: a chunky humanist serif, not the current geometric sans
Deliverables
- Wordmark + secondary mark (in progress, v3 going out today)
- Color tokens + type system
- Bag packaging (separate project — see /Acme bag packaging.md)
- In-store signage, shelf talkers, menu board
Brand voice
Warm, knowledgeable, never precious. We talk about coffee like a baker talks about bread — with care, but no mystique.
Color tokens
Next
- Send v3 mockups today (task created)
- 20-min review with Megan Wednesday morning
- Iterate based on packaging direction call Friday