BRAND | PRINT | SIGNAGE
17 Grams
A specialty coffee shop in the heart of Brighton & Hove.
Previously known as ‘The Plant Room,’ 17 Grams needed a complete rebrand to reintroduce itself to the coffee scene while maintaining its original ethos, culture, and welcoming atmosphere. The challenge was to ensure that the new identity achieved the same level of brand awareness as its predecessor among a loyal customer base.
Our Approach
Distil explored a range of stylistic directions before developing the final brand identity. The rebrand encompassed a fresh visual direction, including branding, print materials, and signage, ensuring a seamless transition from The Plant Room to 17 Grams.
The Outcome
The new identity successfully established 17 Grams as a recognisable and trusted name, maintaining customer loyalty while attracting a new audience. The refreshed branding reinforced its position in the coffee community, blending familiarity with a bold new presence.
Services provided: Brand identity | Signage | Coffee Cup & Menu Design | Print Design
"We wanted something minimalist and professional, yet playful and welcoming."
The 17 Grams logo became an adaptable centrepiece to the physical space you might find it in: A destination coffee shop that would photograph well for instagram.
From Source To Sip
We introduced a subtle contour pattern to the brand pack as a nod to the many locations that 17g source their coffee from.
