We believe that a rebrand should be more than a facelift—it should be a reflection of who a company is and where it’s going. That belief guided every step of our recent work with the beloved Portland-based cafe and small batch roaster, Guilder.
Our work was to take what started as two brands—Guilder Cafes and Junior’s Roasted Coffee—and unify them into a single identity under the name Guilder Coffee Company. Our role was to help articulate that transformation visually, verbally, and strategically– ensuring that the brand’s commitment to people, fairness, and quality was unmistakable in every detail. This wasn’t just a name change and the development of a new logo. It was a reintroduction to the world.
Starting with Strategy: Building From the Inside Out
The rebrand began, as all of our projects do, with deep listening. We spent time with the Guilder team to understand their aspirations, challenges, and most importantly—their values.
Guilder wasn’t interested in following trends. They were interested in building legacy.
From that foundation, we developed a comprehensive brand strategy rooted in four guiding pillars:
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Intentional relationships
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Transparency with heart
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Sustainability for all
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Excellence through care
These weren’t just values—they became the framework for how we shaped the brand’s new identity, both in what it said and how it looked.
Visual Identity: A New Look with Familiar Roots
The design system we developed for Guilder Coffee Company reflects their dual identity: grounded in Portland’s local culture, yet globally aware; small in size, but expansive in impact.
We created a full visual identity suite including:
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A refreshed logo system balancing warmth and clarity
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Color palettes and typography that evoke craftsmanship, accessibility, and trust
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Packaging design that’s not only beautiful on shelves but communicates key sourcing values
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Custom iconography and assets to represent programs like Guilder Verified and origin traceability
Throughout the process, we kept the design intentionally understated—letting the integrity of the coffee and the story behind it lead the way.
Voice, Language & Messaging: Speaking With Heart
Guilder’s voice is its soul—and getting that right was critical. We collaborated closely to develop messaging that sounded like them: genuine, humble, clear, and hopeful.
This included:
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Refined mission, vision, and values language
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Messaging frameworks for packaging, website, wholesale, and in-café experiences
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Copywriting for new web pages, social media, and internal communications
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Tone of voice guidelines to ensure consistency as the brand grows
The result? A voice that resonates with both long-time customers and new wholesale partners—building trust through transparency and warmth.
Bringing It to Life: Content & Launch
To support the rebrand launch, we produced a comprehensive suite of creative assets, including:
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An announcement video to help Guilder communicate the change with confidence
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Web design collaboration, including layout and content for the new website
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Internal rollout support, helping the team prepare for launch across cafes and online
We didn’t just hand over files—we walked alongside the Guilder team through each phase, helping ensure that the rebrand didn't just feel seamless, but celebrated.
A Brand That Reflects the People Behind It
The rebrand of Guilder Coffee Company is one of the most rewarding projects we’ve taken on—not just for the scope, but for the alignment. This is a company that leads with values, takes care of people, and believes that coffee can be a force for good. That’s the kind of story we’re proud to help tell.
For us, this wasn’t about introducing something new. It was about revealing what was always there: a brand with heart, vision, and the determination to do things differently.
One that, like us, believes in building something meaningful—together.