After 16 years in business, family-owned coffee shop Joe Coffee Company launched a rebrand of their iconic cup of Joe. The project was led by Godfrey Dadich Partners who created a serif logotype which seems to be based on Vesterbro Poster. They chose Centra No. 2 as a primary typeface on its website, packaging, and advertising, as part of a design system “inspired by the rigorous commitment they apply to their coffee.” Secondary typefaces used are Angus and Georgia.

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