Debuted at Expo West 2024, Copper Cow’s refreshing rebrand, courtesy of their in-house team, encapsulates the speciality Vietnamese coffee company’s confident growth from a DTC brand to a retail-ready fan favourite. In revisiting the brand, they opted for an approach that warmly (and excitedly) embraces the customer head-on, unapologetic, joyful and eye-catching. This call for change also aligns with the brand being in the process of converting the first organic certified coffee farms ever in Vietnam, the world’s second largest coffee supplier.
With this rebranding they switched from Poppins that they used since the brand launch in 2017 to NaN Jaune as their hero typeface, with its equally unbridled form, chunky contrast and character. At the time of writing, Poppins is still the main typeface used on the Copper Cow website. On the packaging, the secondary typeface is Extraset’s Rebond Grotesque, another gestural and whimsical grotesque, while the quieter GT America is used to set all mandatory information in its condensed widths. This brings the number of grotesques used on a single packaging to three.
