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Fabled Lines Coffee
The brand centers around storytelling — like old fishermen swapping tales of the one that got away. Each roast was paired with a myth: you’d start reading the story on the back of the bag and finish it online.
Even the wordmark carries a clue — the hook hidden in the “S.” To bring the fables to life, I used AI to generate absurd, cinematic photos of fishermen catching enormous sea creatures.
The result? A coffee bag that feels like an artifact from a legend. For me, branding isn’t just visuals — it’s about making something you can feel and taste.
And Fabled Lines became a full experience.
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Except most companies are doing it backwards.
They're changing logos, picking new colors, refreshing typography and calling it a rebrand.
Meanwhile, their positioning hasn't changed. Their messaging is still confused. Their website still tells a story from two funding rounds ago.
Here's what I've seen with my work through actual inflection points:
The rebrand that works isn't visual first. It's positioning-first.
You figure out where the company actually operates now, you build a messaging hierarchy that reflects the current product, the current buyer, the current competitive landscape. Then you design a system that communicates all of that.
If your rebrand starts with "who are we now and who needs to know?" you're building something that compounds.
Top work, always 💯🫡
Introducing: Quantiqo Labs Showcase.
Check our work: quantiqolabs.com
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