Jacobs Douwe Egberts

Building a fresh visual identity system for the worlds largest ‘pure play’ coffee company

A recent merger between Jacobs and Douwe Egberts coffee required a new identity that celebrated the heritage and identitities of both iconic brands. The challenge was to retain each brands recognisable distinctiveness while creating a harmonious new identity

The Approach

Combining the most distinctive elements of each identities wordmark and developing a secondary graphic language developed from the forms of the logo created a distinctive coherent, flexible and engaging system that could stretch across all media from brand storytelling through to functional navigation.