In the elec­tric heart­beat of 1986 New York, a hum­ble cof­fee roast­er plant­ed its roots in the city’s rich soil. Near­ly four decades lat­er, Oren’s Cof­fee stands as a quin­tes­sen­tial New York insti­tu­tion — a liq­uid tes­ta­ment to the city that nev­er sleeps. Just as the city con­tin­u­al­ly rein­vents itself, there came a time when Oren’s visu­al sto­ry need­ed to evolve while hon­or­ing the nar­ra­tive that made it beloved. 

We began our jour­ney as urban anthro­pol­o­gists, immers­ing our­selves in the sym­pho­ny of New York’s dai­ly cadence. The rhyth­mic pulse of sub­way cars, the mosa­ic of con­ver­sa­tions in crowd­ed cafés, the unspo­ken chore­og­ra­phy of com­muters nav­i­gat­ing the city’s arter­ies — all became design inspiration.

Our muse emerged in an unex­pect­ed place: beneath the city itself. ​“When in New York and lost, just fol­low the sub­way signs!” This mantra became our guid­ing con­stel­la­tion as we descend­ed into the labyrinth of vin­tage tran­sit maps and the archi­tec­tur­al poet­ry of sub­way struc­tures. Here, in the inter­sec­tion of move­ment and des­ti­na­tion, we dis­cov­ered Oren’s new visu­al language.

Oren’s reimag­ined iden­ti­ty draws its soul from Mas­si­mo Vignel­li’s icon­ic 1972 New York Sub­way map — a mas­ter­piece of clar­i­ty amid com­plex­i­ty. Our logo design cap­tures the ​“dot to dot” jour­ney of dai­ly New York life, where Oren’s Cof­fee becomes both path­way and destination.

Like the sub­way lines that con­nect dis­parate neigh­bor­hoods into one uni­fied city, our design ele­ments cre­ate a visu­al sys­tem that’s simul­ta­ne­ous­ly nos­tal­gic and for­ward-look­ing — a mod­ern inter­pre­ta­tion of New York’s endur­ing char­ac­ter. Typog­ra­phy flows like pedes­tri­an traf­fic, bold yet approach­able, while col­or palettes evoke both vin­tage sub­way tiles and con­tem­po­rary urban energy.

The pack­ag­ing redesign trans­forms each cof­fee bag into a hand­held New York moment — a Gats­by-esque arti­fact where Jazz Age sen­si­bil­i­ties dance with con­tem­po­rary func­tion­al­i­ty. The sur­face adorns itself in Art Deco pat­tern­ing, where geo­met­ric pre­ci­sion meets gold­en-era opu­lence in a visu­al rhythm that puls­es with met­ro­pol­i­tan energy.

Oren’s icon­ic fly­ing man illus­tra­tion makes an appear­ance as a guardian of fla­vor soar­ing across the Art Deco land­scape. His pres­ence bridges past and present, hov­er­ing between her­itage and inno­va­tion like a time-trav­el­ing cura­tor of taste.

The revi­tal­ized Oren’s iden­ti­ty cat­alyzed a com­mer­cial renais­sance, with sales climb­ing. This momen­tum became the foun­da­tion upon which we archi­tect­ed their new dig­i­tal pres­ence. The web­site design mir­rors the brand’s refreshed visu­al lan­guage, where sub­way-inspired nav­i­ga­tion cre­ates intu­itive path­ways through a dig­i­tal ter­rain rich with cof­fee dis­cov­ery. Each inter­face ele­ment trans­lates Oren’s no-gim­micks phi­los­o­phy into visu­al terms, with clean typog­ra­phy that speaks with author­i­ty rather than dec­o­ra­tion, and a stream­lined infor­ma­tion archi­tec­ture that pri­or­i­tizes sub­stance over spectacle.

We craft­ed dig­i­tal spaces where cof­fee knowl­edge flows with­out pre­ten­sion — roast­ing nar­ra­tives unfold with the same straight­for­ward ele­gance as an expert­ly pulled espres­so. The result­ing dig­i­tal expe­ri­ence becomes a vir­tu­al exten­sion of the Oren’s phi­los­o­phy — where qual­i­ty speaks for itself, authen­tic rela­tion­ships with cus­tomers mat­ter more than trends, and New York’s prac­ti­cal sophis­ti­ca­tion infus­es every inter­ac­tion with pur­pose and personality.