Twenty Grams
Identity Rebranding

This was a full recalibration—one rooted in values, community, and craft.

Twenty Grams had outgrown its roots. What began as a neighborhood coffee shop had evolved into a regional brand with a growing footprint—and it needed a brand identity system that could carry that growth without losing its soul.

We began with the brand’s core philosophy: connection, craft, and community. What does it mean to grow globally while staying rooted locally? How can a brand scale without losing the intimacy of its origins? The answers shaped every layer that followed. How do you retain warmth while building structure? The answers shaped every layer that followed.

The new identity system is sharp, modular, and unapologetically minimal. The monogram “20” became the visual anchor—bold, iconic, unmistakable. The color palette balances soft familiarity with crisp clarity: powder blue, off-white, matte black. Typography is assertive, conversational, and globally legible.

But identity lives in tone as much as form. We redefined their verbal language—direct, warm, and always grounded in clarity. Every menu, label, poster, and tagline speaks the same: clean, bold, and informed. From "Your Local Coffee Experts" to "Crafted Coffee," nothing is decorative. Everything serves.

The system extends across cups, bags, menus, signage, uniforms, stickers, social, and digital touchpoints. From tactile to screen, the brand moves as one.

This wasn’t just a rebrand. It was an evolution of purpose—grounded in people, built on quality, and designed to grow without forgetting where it began. A system brewing connections—from origin to cup, from one neighborhood to the next.