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As a faux rebrand project, I explored Folgers Coffee company. After researching the company I discovered that Folgers has a very rich history based in San Fransisco, which was not being reflected on their current brand packaging. The new Folgers Sailboat icon and it’s primary colors represent the classic San Fransisco Bay, Folgers history, and a small handle at the right of the sailboat reveals the top half of a coffee cup. In this version of the brand identity system, Folgers Coffee has minimized it’s focus on the mountain grown aspect of their coffee, and has re-introduced their valued San Fransisco Bay roots.

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