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When you create a visual identity that fits on a entiate yourself from others, don’t see it as a personal
coffee mug and then you stumble upon it on a sign, on project, do something unique. Do more research!
a sticker, on a social media post, on a package that you
see on the website and then ends up on your kitchen Regarding the logo, what design elements did you
shelf, then you realize that your corporate identity use to give the brand an updated, modern look?
should organically become an overall visual language A whole visual world. Patterns, Symbols, Illustra-
that, despite the freshness of the differentiation from tions, words. In this particular case because the applica-
application to application, must always leave the mark tions are inexhaustible, we are often given the opportu-
of the Brand. nity to refresh the existing language with new elements.
Now, three years after the project, someone sees a
pattern of shapes and recognizes that it’s Samba. Even During our conversation, Kostas told me a story
today, we believe that the choices we made in 2020 were about how years ago while reaching out to new clients,
great and we rejoice with each other. Nevertheless, the people would make fun of the name of the company,
visual language is a continuous storytelling process, so “Some used to come up with puns or think of the name
we keep creating new applications of it. as a silly one, but I was determined not to change it.
My goal was to change their mind and make the brand’s
What do you think are some of the most important name synonymous with quality. I wanted people to read
elements of a successful rebranding effort? “Samba coffee” and immediately think of awesome
Its overall development. It is a language that on the coffee,” Kostas said. It’s safe to say that the team at
one hand should not lose its recognition but on the Samba Coffee Roasters has done a great job of achiev-
other hand should continue to be fresh and surprising. ing that goal and it seems like their rebranding efforts
And try to always have its own characteristics. have really paid off. The new identity captures every-
thing that makes Samba unique and different from
What advice would you give to other agencies who others in the industry, making it a truly iconic coffee
are considering working on a similar project? brand. Rebranding, while essential sometimes, is no
Do research, build a real relationship with the easy feat, but one thing is for sure, the Samba team did
customer, understand the Brand and its market, differ- it with grace and style.

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