Giant Coffee is a direct trade coffee shop and bakery nestled just outside of downtown Phoenix. While fond of their original identity, the owners knew it was time for an update, and asked us to guide the process. As such, we worked to bring out the best parts of the existing brand. We began with a new primary logo and an aesthetic built around playful and chunky woodblock type treatments. We retained the original coffee cup icon, but refined it to better match the new identity. We also narrowed the color palette and reduced the heavy use of gritty texture to bring further definition. Finally, revamped packaging, merchandise, and key renovations to the shop itself bring cohesion to the customer experience.