Logo Refresh
When I was asked to refresh Philz' logo, I knew I had to reach out to renowned lettering artist, Jessica Hische. Her style, experience and attention to detail couldn't have been a better fit for the job. Together, we addressed all the challenges of the existing logo in regards to color, scalability, readability and cost, while still preserving the unique nuances of the original logo.
Font & Illustration Refresh
Philz had a myriad of fonts in use and so with this refresh, we aligned on three focused fonts to be used across all channels. One of these fonts involved a collaboration with long-time illustrator, Keely Reyes to create a custom font for Philz. The goal was to create a font that was uniquely Philz, channeling the same handcrafted 'one cup at a time' approach. Legibility was a top priority, so with each phase of font iterations, we pressure tested the font in channel examples and through everyday use. In conjunction with the creation of this font, Keely and I also worked together to build out an illustration set to align with the font's look and feel.
Brand Expression
Once all the brand elements were finalized, designer, Grace Lee and I worked together to concept new brand expressions using the new toolkit that had been developed. We integrated splashes of new and fresh color ways and mocked up bold, yet on-brand designs.
