Third Wave Coffee Rebrand: A Bold New Chapter
In 2022, I had the opportunity to design branding for Third Wave Coffee Roasters, a coffee brand rooted in St. Augustine, Florida. The business has been a staple in the area, but when it changed hands, the new owners wanted a fresh, elevated look that was fun & beach-inspired.
Fast forward to 2024—Third Wave Coffee was transforming again, this time turning its roastery into a tasting room. It was the perfect moment to refine and mature the brand even further.
The original Brand Board (2022)
Updated Brand Board (2025)
The Challenge
Honor the past, but make it fresh. The original roastery had a legacy, and we wanted to retain its essence while elevating it into something more contemporary and memorable.
The Approach
- A bold, recognizable logo system.
- A deeper, more refined color palette to match the brand’s new elevated space.
- A minimalist, practical packaging system designed to keep coffee fresh while allowing for easy updates to seasonal and rotating blends.
- A deeper, more refined color palette to match the brand’s new elevated space.
- A minimalist, practical packaging system designed to keep coffee fresh while allowing for easy updates to seasonal and rotating blends.
The Brand Story & Digital Strategy
Beyond the visuals, I crafted a StoryBrand script to shape the website’s architecture and marketing messaging. This helped refine the brand’s voice, ensuring a clear, compelling story that resonates with both new and longtime customers.