A rebrand reviving a three-decade café chain in Champaign-Urbana
A rebrand reviving a three-decade café chain in Champaign-Urbana
Brand Development | Signage & Environmental Design
For decades, Espresso Royale has been a beloved part of daily life across Champaign-Urbana, a familiar stop for students, locals, and lifelong fans alike. When new ownership stepped in, the mission was clear: breathe new life into a brand people already knew and loved. This wasn’t about starting over, but rather refreshing the look and feel to match the excitement of what’s next, all while staying true to its roots.
To bring that vision to life, we developed a refined (thoughts on this word?) brand identity, introducing a modern color palette, updated font system, and refreshed environmental signage and menus that rolled out across all locations giving Espresso Royale a fresh yet familiar face for its next chapter.
Brand Development | Signage & Environmental Design
For decades, Espresso Royale has been a beloved part of daily life across Champaign-Urbana, a familiar stop for students, locals, and lifelong fans alike. When new ownership stepped in, the mission was clear: breathe new life into a brand people already knew and loved. This wasn’t about starting over, but rather refreshing the look and feel to match the excitement of what’s next, all while staying true to its roots.
To bring that vision to life, we developed a refined (thoughts on this word?) brand identity, introducing a modern color palette, updated font system, and refreshed environmental signage and menus that rolled out across all locations giving Espresso Royale a fresh yet familiar face for its next chapter.
Brand Development | Signage & Environmental Design
For decades, Espresso Royale has been a beloved part of daily life across Champaign-Urbana, a familiar stop for students, locals, and lifelong fans alike. When new ownership stepped in, the mission was clear: breathe new life into a brand people already knew and loved. This wasn’t about starting over, but rather refreshing the look and feel to match the excitement of what’s next, all while staying true to its roots.
To bring that vision to life, we developed a refined (thoughts on this word?) brand identity, introducing a modern color palette, updated font system, and refreshed environmental signage and menus that rolled out across all locations giving Espresso Royale a fresh yet familiar face for its next chapter.
Pulling from the Past
Pulling from the Past
Espresso Royale’s iconic toucan and jungle illustrations have been a recognizable part of their identity for decades. We saw an opportunity to build on this legacy by modernizing these elements into a cohesive, refreshed system. Using original artwork as a foundation, we developed new applications that feel both familiar and contemporary.
The toucan itself became the cornerstone of the rebrand. Inspired by the original logo, we created a modernized icon designed to serve as a strong, flexible mark that anchored the visual identity while honoring Espresso Royale’s history as “Champaign-Urbana’s Original Coffeehouse.”
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THE FIRST CREATIVES
Kicking off summer with a completed rebrand, we brought Espresso Royale’s new identity to life in full color. From bold new menu signage to a refreshed digital presence, every touchpoint signaled the start of a new chapter for the brand.
