Blind Tiger, a craft coffee and café concept, was preparing to more than double in size through new locations and digital channels. But as the brand grew, it risked losing the authenticity and edge that separated it from chain coffee retailers. We needed a consistent story and identity to avoid blending in.
Individuality became the true north for every aspect of the brand, from its stated purpose, to its menu strategy, to its recruitment strategy. We removed the blindfold from the brand’s primary icon, allowing the soul of the brand to shine through a new logo on pack, on merch, and across every store.
