Rebranding a coffe chain

Vivi Sumpton Design AB on 10/22/2020

Waynes is a Swedish coffee chain that launched in Stockholm in 1994, introducing American coffee-culture to the Swedish public. The company has since expanded massively and now has over 100 branches in Sweden and abroad. Over the years it had lost its identity, becoming a bland brand amongst many in its field without much differentiation, looking dated and cluttered with an American look and feel. Waynes being so strong on organic and fair-trade products has been an important component in creating the new identity. Together with it's Swedish heritage this makes up the core of the brand identity – conveyed through bold and fresh visuals with a human touch and a playful twist!