Oren’s Coffee
A Visual Refresh for a New York Coffee Legacy
Oren’s Coffee is a distinctly New York institution that proudly wears its heritage. We redesigned their brand, packaging, and website to create an experience that feels modern and nostalgic at once, honoring the city that shaped them.
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Client
Oren’s Coffee
A New York State of Mind
A humble coffee roaster planted its roots in New York in 1986. Nearly four decades later, Oren’s Coffee stands as a quintessential New York institution. Just as the city continually reinvents itself, Oren’s visual story needed to evolve while honoring what made it beloved.
We immersed ourselves in New York's daily rhythm: subway cars, crowded cafés, commuters navigating the streets. Our direction came from beneath the city itself. “When in New York and lost, just follow the subway signs!” Vintage transit maps and subway geometry led us to Oren’s new visual language.
Transit-Inspired Visual Rebirth
Oren’s reimagined identity draws from Massimo Vignelli’s iconic 1972 New York Subway map. Our logo design captures the “dot to dot” journey of daily New York life, with Oren's Coffee as both pathway and destination.
Like subway lines connecting disparate neighborhoods into one city, our design elements create a visual system that feels nostalgic and contemporary. Typography is bold yet approachable, and color palettes evoke vintage subway tiles alongside urban energy.
Embodying an Intricate Blend in Packaging Design
The packaging redesign transforms each coffee bag into a handheld New York artifact. Art Deco patterning covers the surface, with geometric precision and golden-era opulence creating a distinctly metropolitan feel.
Oren’s iconic flying man illustration makes an appearance, soaring across the Art Deco landscape. His presence bridges past and present, a familiar figure connecting Oren’s heritage to its future.
From Beans to Screens: The Digital Evolution of Oren’s Coffee
The revitalized Oren’s identity drove a commercial boost, with sales climbing. That momentum became the foundation for their new website. The design mirrors the brand’s refreshed visual language, with subway-inspired navigation creating intuitive pathways through the site.
Each element reflects Oren’s no-gimmicks philosophy: clean typography, streamlined architecture, and content that prioritizes substance. The result extends Oren’s into the online world, where quality speaks for itself, customer relationships matter, and New York’s practical sophistication shows up in every detail.
