The challenge
Vos Koffie’s brand identity was not reflected consistently across online and offline channels. Stock photos dominated its visuals, and the company faced criticism over packaging that featured historically controversial figures, such as Christoffel Columbus. Additionally, the packaging’s colours clashed with the brand’s updated logo introduced in 2020. The goal was to ensure that Vos Koffie’s unique brand values; luxurious, quality-driven, personal & playful, were consistently communicated across all touch points.
The process
We began by analysing Vos Koffie’s vision and brand identity, comparing it with the existing brand presentation. Through this assessment, we identified the need to emphasise coffee as the company’s flagship self-branded product, one with strong potential for generating steady revenue if marketed effectively. To achieve this, we enhanced the website’s design and information structure, replaced stock images with authentic, brand-aligned content, and redesigned the packaging to create a cohesive visual identity.
My role
- Reviewed website redesign
- Led concept development and coordination of packaging design
- Created copy and visual content for the website and social media
- Managed influencer partnerships
- Additional: Implemented operational process improvements
Skills I applied for this project
Tools I used for this project
Why thoughtful branding matters
Every brand leaves an imprint on people. The question is not whether it does, but what that imprint looks and feels like. By talking to your customers, you gain insight into how your brand is truly perceived and where it needs to evolve. That sometimes means letting go of ideas you’re attached to in order to serve the bigger picture. When applied consistently, a brand becomes recognisable, trustworthy, and meaningful.