Supercrown Coffee Roasters’ Post

Is your brand communicating the right things? When we helped to-go coffee lid company FoamAroma reposition their brand, we wanted to make sure we were appealing to buyers in specialty coffee who cared about quality & the coffee experience. The logo didn't just look outdated. It was focusing the message on the lid itself. Plus, it had a lot going on - multiple messages competing for attention. We knew that what essentially set FoamAroma apart was how much better the experience of drinking coffee with their lid was. Specifically, the mouthfeel, aroma, and flavor came through when using the lid. So, the new logo distills this positioning into one simple, clean logo that focuses on the experience, not the product itself. What do you think? Previous logo on the left, new logo the right.