Steeped in the hustle and bustle of the city that never sleeps, Oren’s Coffee is more than a coffee roaster – it’s a New York icon. We had the privilege of reimagining their brand, packaging, and web presence, striking a balance between contemporary appeal and a wistful nod to the past.
A New York State of Mind
Picture this: New York City, 1986. The city is electric, pulsating with life, and at its heart, a humble coffee roaster begins to make its mark. That’s Oren’s. Fast forward to the present, and Oren’s has grown synonymous with the New York coffee scene. However, Oren’s branding started showing its age, and the challenge laid before us was to rejuvenate Oren’s but keep its rich history and friendliness intact.
So where to begin? We started by immersing ourselves in the essence of a New Yorker. We embraced the city’s constant hustle, the overflowing subways, the sense of community, and the quintessential New York art of conversation. It’s often said, “When in New York and lost, just follow the subway signs!” That simple phrase became our guiding light.
Our journey took us deep into the labyrinth of vintage maps and intricate subway structures, seeking that spark, that perfect connection between Oren’s and the city it proudly calls home.
Inspired by Massimo Vignelli’s iconic 1972 New York Subway map, we designed a logo that captures the seamless “dot to dot” journey of a subway commuter. Oren’s Coffee NYC became both the route and the destination. So there you have it – a logo that not only represents Oren’s Coffee but also the spirit of the city it was born in.
From Beans to Screens: The Digital Evolution of Oren’s Coffee
With a new identity and increasing sales, Oren’s provided us with another unique challenge. Our mission was not only to maintain this momentum but to take it to new heights. Our solution? Engineer an e-commerce experience that was not just utilitarian, but also visually captivating.
Embarking on this journey, we initiated a comprehensive redesign of their website, infusing it with a fresh, contemporary aesthetic that matched the vibrancy of the brand itself. This wasn’t just a facelift—it was a whole new identity, capturing the essence of Oren’s Coffee in a modern digital space.
Embodying an Intricate Blend in Packaging Design
Imbued with Oren’s rich history and bolstered by the quintessential New York essence of time and place, the relaunch of Oren’s packaging is steeped in a sense of timeless modernity. Our packaging redesign was driven by an aspiration to embody this intricate blend, resulting in an elegant and timeless presentation that exudes a distinctive Gatsby-esque, New York vibe.
