Something Else worked to develop the rebranding of Metric Coffee, a Chicago favorite, specialty coffee brand. Sticking to the basics, they created a look that would focus on what mattersâthe coffee grounds. An ivory colored pouch featuring a dark blue typeface delivers a crisp and clean facade, drawing consumers in with its name and vertical formatting.
Metric Coffee, a Chicago based Specialty Coffee Roaster, is proud to launch a brand new identity that ownership calls âthe best version of Metric to dateâ. After 7 years of sourcing and roasting in Chicagoâs West Loop, the brand has explored different design approaches which continued to evolve, but seldom felt ârightâ. The turning point came by way of Something Else, a new Chicago design studio led by Lauren Gallagher, a former Lead Designer at Cards Against Humanity.
âAfter many years of struggling to find our voice through retail packaging and brand identity, we have finally arrived at a place where the quality of our sourcing compliments the beauty of the designâ says Darko Arandjelovic, Metric Coffeeâs Co-Owner and Chief Texting Pilot. In the new identity, the most noticeable change to the Company’s identity is the omission of the brandâs circular MC mark and focusing on just Metric as the primary logotype.
