Brand Identity Design, Art Direction, Retail

Irving Farm New York is a staple in the NYC coffee community. Its first cafe opened in 1997 on Irving Pl, where it remains today. Since then the brand has expanded across Manhattan with 8 unique cafes in distinct neighborhoods. After all those years, it was time for a brand overhaul to bring Irving Farm into its next iteration.

During my time as the in-house designer I worked on a number of projects, the first of which included the logo and brand identity redesign and packaging overhaul. We took the old logo from "granola" to bold and unmissable. We were inspired by dark green - seen across the city on scaffolding and subway stations, and matte black - a characteristic of New Yorker’s and their serious sense of style. Our new coffee cups and packaging made us a stand out on the shelves and on the street.

We translated the new brand system across all touch points including all cafe locations (interior and exterior!), as well as brand communications, digital, merchandise and more. The result was a comprehensive and recognizable brand that has been embraced by longtime and new customers alike. It also lead to the opening of 3 new cafes in the following years after the rebrand.