Rubra coffee's branding overhaul aimed to invigorate its packaging while preserving the established brand identity previously crafted by Dessein 12 years earlier. The project solution prioritized maintaining the brand's personality and equity, ensuring familiarity for existing customers while attracting new ones. The core concept of representing different people and personalities through the coffee varieties remained intact but was updated with contemporary counterparts. Typography underwent a refresh, providing an opportunity to introduce vibrant colours into the range. This strategic use of colour injected freshness into the packaging while staying true to Rubra's essence. Furthermore, the design review incorporated elements like substrates foil, cleverly utilizing it to enhance the premium feel of the brand. The foil, featuring copper and brassy tones, not only added visual appeal but also reinforced Rubra's high-quality positioning. The refreshed packaging breathed new life into the range, garnering international recognition and paving the way for Rubra's expansion into Asian markets. This successful rebranding effort not only maintained brand integrity but also propelled Rubra coffee into a new era of growth and recognition on the global stage.