Ancestry is a specialty coffee brand that blends authenticity, craftsmanship, and storytelling to create an exceptional coffee experience. Rooted in the rich heritage of coffee, the brand is dedicated to sourcing the finest beans, mastering precise roasting techniques, and curating a seamless journey from farm to cup.

Challenges:

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.

Solutions:

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 deep heritage and 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.