Benchmark: Building the Brand
Jolina Paula
Color Palette and Typography
Imagery
Key Concepts
Challenge — Finding Identity
As Benchmark set out to establish itself, the focus was on defining a clear brand identity from the ground up. With no existing visual framework to build upon, the direction centered on creating a modern, cohesive system that could capture attention while communicating trust, professionalism, and distinct presence in a crowded market.
Strategy
The approach centered on building a strong, flexible visual foundation designed to grow with the brand. A clear and consistent system was developed to enhance recognition, project trust and professionalism, and support seamless application across all brand touchpoints - creating a unified presence that remains impactful as Benchmark evolves.
On Social Platforms
@benchmark.coffee
Design and Concept - Jamie Turqueza
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Posted Dec 5, 2025
A brand that celebrates sincere, friendly coffee moments—an inviting place with great drinks, honest service, and a community where everyone feels at home.
