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Redesign Ritual's logo by keeping their revolutionary roots but repositioning them as people who are out to demystify the coffee experience by combating snobby stereotypes.
They wanted share their love of coffee in a fun and down-to-earth way, so the the identity needed to look more approachable. We kept the iconic cup and star we originally designed, but introduced an open and rounded typeface, a warmer color palette and drop shadow detailing, giving it a friendlier feel.
The identity now reflects the grown-up tastes of their long time customers and is a modern classic that can stand the test of time. It reflects Ritual's reputation as a bonafide San Francisco original and also as one of the most revered coffee companies in the world.