Going Further · Repositioning a 150-Year-Old Coffee Brand
Going Further · Repositioning a 150-Year-Old Coffee Brand
Food & beverage
Scalable brand systems
Brand strategy
Strategic storytelling
Brand architecture
project snapshot
Client: Pelican Rouge
Going Further - evolving a heritage coffee brand for a more sustainable future
Challenge: Modernise a 150-year-old coffee brand without losing its heritage or credibility.
Strategic approach: Brand architecture and systems thinking over cosmetic redesign.
Outcome: A future-ready brand system that allows consistency, evolution and scale.
My role: Brand strategy · Brand system & architecture · Visual identity system · Brand narrative · Digital and physical brand translation
THE CHALLENGE
Pelican Rouge had heritage, but needed momentum.
The question wasn’t how to modernise the brand, but how to move it forward without losing its soul.
THE IDEA
Going Further became the strategic platform for Pelican Rouge’s next chapter.
Built on heritage, not nostalgia, it reframed progress as responsibility. No single claim, no one-off proof point, but a long-term mindset guiding decisions across brand, system and experience.
Going Further - since 1863.
strategic insight
Heritage brands don’t scale through logos, they scale through systems.
“Going further isn’t a claim. It’s a mindset and a system, not a slogan.”
Brand strategy & architecture
The strategy balanced continuity and change.
Rather than replacing existing brand equity, the focus was on evolving it, strengthening recognition while introducing a system flexible enough to support future sustainability initiatives, product extensions and digital environments.
THE system
The identity evolved into a modular brand system.
The logo became a generator rather than a fixed mark, enabling variation across blends, formats and contexts while maintaining strong recognisability.
This system allowed Pelican Rouge to scale across products, spaces and digital touchpoints without losing coherence.
THE experience
From packaging to machines, and from digital environments to physical spaces, the brand system was designed to create a consistent experience wherever Pelican Rouge meets its audience.
Each touchpoint reinforces the same narrative: progress rooted in craftsmanship, responsibility and quality.
The system was built to support long-term sustainability communication, enabling transparency, adaptability and future storytelling across digital platforms.
the business impact
Enabled consistent brand expression across markets and touchpoints
Created a flexible system supporting future innovation and sustainability narratives
Strengthened internal alignment and external recognition
Reduced brand fragmentation as the organisation evolves
What is shows - This project shows how repositioning a heritage brand is not about redesign, but about building a flexible system that enables growth, relevance and consistency across every touchpoint.
“The logo stopped being a mark and became a system.”
Crafted with care. Felt instantly.
To bring the Pelican Rouge brand to life beyond words and guidelines, we created a brand movie that captures the essence of the brand in motion.
The film translates Pelican Rouge’s positioning into a visual and emotional experience, expressing craftsmanship, confidence, and warmth in a way that feels human and contemporary. Rather than explaining the brand, the movie is designed to let people feel it.
The result is a versatile brand asset that supports both internal alignment and external communication, and that can be used across channels to consistently convey what Pelican Rouge stands for.