From unknown to well-known
Pasqua Coffee is a San Francisco based coffee company, with its dedicated staffs, offering good cup of coffee and decent breakfast to the office workers in downtown area. With years of existence, the owners found there was zero brand awareness among its customers, hired GRID Partners to design and strengthen its brand.
GP designed the new identity featuring the staff as the hero to rally the employee motivation, with a color palette conjuring of coffee and foods, and extend the hero style illustration to packaging, private label merchandise, and wall mural. The mural and the color palette made the café always look active and friendly.
The new trade dress brought immediate brand recognition and praise from customers, the new brand had helped Pasqua Coffee expanded rapidly to Los Angeles, Chicago and New York. The brand became so strong and visible that Starbucks acquired the brand for good business.