Currently, Maxwell House is perceived as a well-known brand, but it is not known for its branding. Overall, the branding is somewhat outdated when compared to competitors like Gevalia, Chamberlain Coffee, or Café Bustelo.
The goal for this rebrand was to modernize Maxwell House into an identity that appeals to both younger and older audiences, and visually elevates the status of Maxwell House products.
In order to create a new identity for Maxwell House, I tried to lean into the minimalistic nature of the initial logo but also strived to expand upon it by incorporating more natural elements such as leaves and coffee beans. Additionally, I opted for a serif typeface so that the brand could feel more luxurious and modern.
