Brands evolve over time. A change in leadership can lead to a new vision. A brand might introduce products or services that allow them to enter a new market. While there are many reasons brands rethink their strategies, few agencies get to be part of a brand’s creation and its transformation.
When we began developing Passenger’s initial brand, the visual direction was inspired by a gritty, industrial vibe that matched the aesthetic of their new roasting facility in Lancaster, PA. As Passenger’s coffee operation began to grow and evolve, so did their aesthetic—and we helped them create a cleaner look to match.
How It Started: Nostalgic Travel Inspires A Name | 2013
The Evolution of a Brand
In 2016, Passenger opened a specialty coffee bar in downtown Lancaster, elevating the brand to a more modern and refined sensibility. The leadership team also welcomed new voices, and each person brought their own perspective on what Passenger stood for.
While we found ways to simplify some brand elements to better align with Passenger’s new aesthetic, there was tension between how the brand was designed and what it had become. So, Passenger gave us the opportunity to rethink the brand for their next chapter.
How It’s Going: Taking Steps Towards A New Vision | 2019
Fresh from the Press
Since 2019’s overhaul, we’ve had several chances to work with Passenger’s brand—like designing their first annual transparency report.
Passenger has become a national brand with an intentional approach to sourcing, roasting, and serving memorable coffee and tea. With uncompromising quality and continuous learning at the core of everything they do, Passenger is challenging the status quo. We’re excited to go along with them on their journey.