A much needed rebrand for Cup of Excellence and it's parent organization, Alliance for Coffee Excellence (ACE).
Uniting the marks and evolving the voice of the brand to be more relevant to new customers and members were top priorities.
The Cup of Excellence logo was re-conceived as a "seal of approval", literally the "gold" standard for coffee quality. The ACE logo was streamlined and modernized while continuing to retain it's essential features.
(Unfortunately, due to internal re-structuring at ACE, this identity will not be implemented at this time).