In the ever-evolving coffee market, Bonita Coffee recognized the need for a bold transformation that could connect deeply with its audience. Founded in December 2020, Bonita specializes in instant drip bag coffee with two key variants: Signature and Mixture. Targeting millennials, 60% women and 40% men - the brand's previous identity felt generic and lacked the emotional resonance needed to stand out in a competitive market. It failed to capture the modern, vibrant, and dynamic personality of its target audience.

The rebranding process began with a strategic insight: Bonita needed to communicate a powerful message that resonated not just visually, but emotionally. At the heart of the redesign was a simple yet compelling idea: "Everyone Can Be a Barista" - This message reflects Bonita's mission to make high-quality, coffee shop-style experiences accessible to everyone, right from the comfort of their home. To bring this idea to life, typography took center stage. Bold, oversized messages like "Be Your Own Barista" and "Exclusive Roasted in Vietnam" were chosen for their stopping power, grabbing attention instantly on the shelf and in digital spaces. Unlike illustrative designs, which risk being overlooked, the typographic approach delivers clarity and confidence, embodying Bonita's bold personality.

The logotype was reimagined to align with this strategy - simple, clean, and timeless. The packaging introduced a vibrant color palette, balancing soft pastels like blush pink with energetic yellows, creating a visual hierarchy that communicates both playfulness and premium quality. Each design element reinforces Bonita's identity as a brand that is modern, youthful, and approachable.

Beyond aesthetics, the new identity creates an emotional connection with customers. The bold typography not only conveys the brand's personality but also delivers a sense of empowerment - inviting customers to be part of the coffee-making experience. This approach ensures that Bonita Coffee isn't just seen as another coffee product but as a lifestyle choice that resonates with its audience.

The result is a refreshed identity that stands out on shelves, captures the essence of the Bonita brand, and delivers a cohesive message across all touchpoints. With its new design, Bonita Coffee is ready to redefine how millennials experience coffee, proving that anyone can be a barista with the right blend and the right brand.