Since its founding in 1840, this iconic coffee and tea company had evolved from simply selling goods and managing cafés to become a major B2B player in the hospitality sector, providing coffee-related training, equipment, supplies, and expertise to restaurants, hotels, and coffee shops worldwide. The business was moving fast, and its branding had not kept pace.
RichardsDee’s rebrand aimed to communicate Bewley’s expanded scope. Their brief to Signal was to refine the wordmark and create a single design that would be effective in print, online, and in large-scale architectural signage, while helping to reaffirm the company’s century and a half of heritage. Our redrawing clarified the strict rhythms that underlie all well-made copperplate script letters, eliminated visual pinch points, and lowered contrast while maintaining the legacy mark’s elegance. Along with providing greater impact and improved visibility on supermarket shelves, the revised mark remains readable at 70 pixels across on social media. Branding and packaging by RichardsDee.