To expand beyond the South and take on established competitors, BRU needed a refreshed identity that better reflected its coffee expertise and unified its growing range of products.
We introduced a masterbrand system anchored in strong coffee cues. Inspired by the shape of a coffee bean, the design not only clearly signalled the category but also created a natural frame to house sub-brands like Cappuccino and Select.
By retaining BRU’s signature green, we ensured easy recognition while modernising the look. The new identity bridges the gap between traditional filter coffee drinkers and younger, cappuccino-loving audiences—making the brand feel familiar, yet fresh.