We kicked off the project by exploring Schuil’s legacy as Michigan’s first specialty roaster, speaking with stakeholders, and identifying their core values. From this, we defined a brand story rooted in craftsmanship, approachability, and quiet excellence. The tone of voice was refined to be warm, confident, and grounded in tradition.

The original logo had recognition within their loyal customer base, so we approached the redesign with care. We refined the type, adjusted proportions, and introduced a subtle monogram element to modernize the mark without losing familiarity. The result is a logo that feels both elevated and enduring.

We developed a cohesive visual system that bridges the old and the new—pairing a muted, earthy color palette with clean serif and sans-serif typefaces. Custom graphic elements and textures nod to the handcrafted nature of small-batch roasting. Every element was designed to express Schuil’s artisanal character.

We created a flexible packaging system that could accommodate a wide variety of coffee blends and single origins. Key information—like roast level, flavor notes, and sourcing—was clearly structured to enhance readability and shelf presence. The result was a unified family of bags that felt modern, yet rooted in the brand’s legacy.

To ensure consistency across all touchpoints, we built a comprehensive set of brand guidelines. This included logo usage rules, color specs, typography, and layout systems for print and digital assets. These tools empowered Schuil’s internal team and vendors to maintain a strong, cohesive brand presence over time.

While the brand work led the project, we also updated the website to align with the new identity. Typography, color, and photography were refreshed to reflect the new look, and we simplified navigation to improve the customer journey. The refreshed site now serves as a clean, modern extension of the in-store experience.