Behind the Scenes: Our Ferro Coffee Rebrand

Ferro came to us with a logo that looked fine but said nothing specific about the business. The old mark was a generic espresso cup — the kind you’d find on dozens of other coffee shop logos with a quick search.

Instead of another literal icon, we built the new mark around the single pour gesture used behind the counter every day. It’s a small shift, but it gave the brand something no template could copy.

A literal espresso-cup icon became an abstract mark built from the shop’s actual daily pour ritual.