Ancestry Specialty Coffee - Rebranding

Ancestry is a specialty coffee brand that blends authenticity, craftsmanship, and storytelling to create an exceptional coffee experience through a refined process where every step matters. From sourcing to roasting to serving, each stage is treated with precision to ensure a consistent, high-level experience.

The brand focuses on clarity of flavor, of process, and of experience. Nothing is random. Every decision is deliberate, designed to highlight the true character of the coffee while maintaining a modern, premium standard. Ancestry is about elevating the entire journey into something clean, refined, and repeatable. A place where quality is engineered, not improvised.

Service :     Rebranding - Packaging

Sector :       Specialty Coffee

Year :          2025 

Before the rebrand, Ancestry faced several challenges, including a lack of brand awareness, making it difficult to establish a strong presence in the competitive specialty coffee market. The previous branding lacked coherence, with inconsistencies in color usage, and visual hierarchy, making the overall identity feel unstructured. Additionally, the expressions and design elements did not fully communicate the brand’s values, personality, and premium positioning.

The rebranding aimed to create a modern, premium, and authentic identity that truly embodies Ancestry’s mission. Drawing inspiration from the concept of roots, every design element—from the logo to expressions—was carefully crafted to reinforce the brand’s rich storytelling. A comprehensive brand system was established to ensure consistency across all touchpoints, from packaging to digital presence. Additionally, a well-defined brand strategy was introduced to strengthen positioning and deepen engagement, fostering a more meaningful connection with coffee enthusiasts.

WHY ROOTS ?

The name Ancestry reflects the origins of coffee. It represents the journey of coffee from its roots to the cup, honoring the farmers, cultures, and stories behind every bean. The concept of roots naturally extends from this idea, symbolizing both the literal origins of coffee and the brand’s commitment to quality and storytelling.

Creative Director & Lead Designer: Othmane SAMODI 

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