CURVE® COFFEE REBRAND

Fernando Felix

$1.5K+ earned

1 collaborator

Completed work

Review

Brand Designer

Brand Strategist

Visual Designer

Adobe Illustrator

Adobe Photoshop

Figma

Food & Beverage

Rebranding the ritual.

by Fernando Felix

Project Overview Curve Coffee, a Philippine brand, wanted to move from commodity pricing to a premium specialty market. They needed a complete rebrand to elevate perception and increase value.

Challenge The brand was priced at $4 per bag and lacked the identity to compete with specialty coffee at $25.

Solution • Designed a new logo and scalable identity system rooted in craft and culture • Developed packaging and labels that highlight artisanal quality • Built a custom icon set and brand assets for consistent recognition • Crafted a brand story that positioned Curve as culture-driven, not just product-driven

Result Curve Coffee transformed into a premium cultural brand, raising its market value more than sixfold. The new identity created a foundation for local and international growth.

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What the client had to say

Fernando is my go-to choice when I need to partner with another designer. He knows how to do everything and he does it perfectly. He's fast, has attention to detail and understands how design works. 100% recommend+ 100% work with him again!

Hanna Woa 🔥

Dec 19, 2024, Client

Completed work

Posted Aug 19, 2025

From commodity to culture: I transformed Curve Coffee into a premium brand with a full rebrand, new packaging, and a story rooted in heritage.

Likes

Views

186

Earned

$1.5K+

Timeline

Jun 20, 2024 - Dec 19, 2024