Rubia Coffee is a Melbourne-based roastery with a loyal wholesale following and a new brew bar on the way. When new owners took over and moved into a new location, the brand needed to reflect the shift.

We rebuilt the identity from the ground up, creating a clear and confident system designed to grow across retail, café, and digital touchpoints. It kept the warmth and connection Rubia was already known for.

CLIENT
RUBIA COFFEE GROUP

LOCATION
MELBOURNE, VIC

SCOPE
BRAND REFRESH
PACKAGING
STRATEGY
SIGNAGE
DIGITAL
SOCIAL MEDIA

STUDIO ROLE
BRAND STRATEGY
DESIGN
ROLLOUT

LAUNCH
2024

The image shows a close-up of a pink rose flower with its petals slightly curved outward.
Rubia Coffee Group 3D signage
A package of Rubia Coffee eludes to an urban setting with several stacked tires, a green barrel, and a cracked concrete floor.

Problem

Rubia already had a solid reputation, loyal customers, and strong product. But with new owners and a move to a new location, it was time to shift away from the legacy of the previous brand and move in a new direction.

The challenge wasn’t about fixing inconsistencies. It was about redefining the brand’s purpose and setting a clearer path forward. One that felt aligned with the new team, the new space, and a growing vision that included wholesale expansion and a soon-to-open brew bar.

Approach

We started by stripping the brand back to what mattered most. Community. Routine. Familiarity. These ideas formed the basis of a new strategy focused on clarity, consistency, and connection.

We introduced a central brand idea. Powering your pursuits became the message behind everything Rubia did. Whether it was a takeaway coffee or a café supply order, the brand needed to feel like support for whatever came next.

This thinking shaped the tone of voice, identity system, and overall direction. It had to be strong enough to scale, but grounded enough to stay human.

Rubia Diner Mug character listening to a ghetto blaster

Deliverables

We rebuilt the identity from the ground up. That included a refined wordmark, updated icon, new typography, and a colour palette built around red, orange, black, and soft greys. The system is eclectic but cohesive, designed to flex across coffee bags, apparel, takeaway items, and signage.

Packaging was reworked with a layout structure that supports both core blends and seasonal drops. We created production ready files, worked with suppliers on stock and finishes, and provided guidance on photography and content.

We also designed and built the Squarespace website, developed the brand copy, and continue to support Rubia with social content that keeps the voice consistent across every touchpoint. The upcoming brew bar will carry this system into a physical space.

A bag of coffee placed on a striped yellow and black parking lot surface.
Red promotional poster with the white text, 'Powering Your Pursuits.' The Rubia Coffee logo appears at the top left corner, and a tagline reads, 'Sparking passions, professions, and connections every day.' The website URL rubia.com.au is at the botto
Black and white line drawing of a garage interior with a car on the left, a tire leaning against a vertical post, a bulletin board with papers, a chest of drawers with a coffee maker and a cup, and a chandelier hanging from the ceiling. The text "RUB
Person pouring milk into a glass with ice cream and whipped cream, with a small glass of coffee or espresso nearby on a wooden tray.
Rockstar Games logo in black and white with a stylized 'R' inside a spiked circle.
Black graffiti-style drawing of a teacup with a swirl of steam on white background, with a small 'R' in a circle at the bottom.
A cartoon-style illustration of a blue and black device with legs and sneakers riding a skateboard, with a red background and clouds, creating a sense of motion.
A graphic design featuring a stylized race car, Japanese text, and the words "RUBIA COFFEE" on a black background.
A cartoon coffee cup with a smiling face, arms, and legs, wearing red sneakers and standing confidently. The text reads 'RUBAI CAFÉ' and 'Powering Your Pursuits.' The location is listed as 'Moorabbin' and 'Melbourne.'
Black background with white text reading "RUBIA COFFEE" and a small R logo at the bottom.
Black and white graffiti of a ladybug with dripping paint and a registered trademark symbol.
A bag of Rubia Coffee labeled 'The Common Man,' describing it as soft sweet hint of blueberry, stone fruits with a caramel finish, lying on a textured, rusty metal surface.

Outcome

The rebrand launched across wholesale first, with immediate results. Regular customers noticed the shift. Wholesale clients appreciated the clarity. The team reported smoother day-to-day use and better alignment across all formats.

Social engagement increased, with more followers and stronger interactions. Online sales have seen steady growth.

The system now supports seasonal products, branded merchandise, and the upcoming launch of Rubia’s brew bar. Everything works together without losing the character of the original brand.

White coffee mug with black text reading "Rubia Coffee, Powering Your Pursuits" being held in front of a red, corrugated background.
A man inspecting or repairing industrial machinery with red and green pipes and metal components
A bag of Rubia Coffee 'The Common Man' blend with a description of blueberry and stone fruit flavor, placed on a car grille next to a Japanese license plate.
Black reusable shopping bag with white text hanging from a hook in a modern, industrial-style interior space with colorful graffiti artwork in the background.
A man walking through an outdoor area with surfboards on display on both sides, under a clear blue sky with palm trees in the background.
A disposable coffee cup with black lid inside a cardboard box.
A black clip with the text 'RUBIA COFFEE' clipped onto a large green leaf.
A person wearing a black t-shirt with a red logo holding a white coffee mug with a black logo, standing in front of a colorful graffiti wall.
A black felt letter board with wooden frame displaying text about Rubia Coffee on a wooden table against a white brick wall.
Person holding a takeout coffee cup with a black and white line drawing design, sitting on grass with black and white sneakers visible.
A man working with coffee beans in a coffee roasting facility, wearing a white t-shirt with a cartoon coffee cup mascot and the text 'Aqua Coffee' and 'Powering Your Pursuits'.
A tote bag with a cartoon of a coffee cup with legs skateboarding, hanging from a hook in an industrial-style interior. The bag includes the text "Powering Your Pursuits" and "Rubia Coffee."
A person with a shaved head wearing a black T-shirt and shorts standing in front of industrial coffee roasting equipment inside a brick-walled room.
Stack of six snack bars on a wire table with a retail store background. The packaging is black and orange with the slogan "Powering Your Pursuits."
Bag of Rubia Coffee with graffiti wall in the background and a man in a white shirt in front of it, holding the coffee bag.
Close-up of a black textured surface with embossed silver and black text that reads 'HOUSTON REBELS' and a black shield emblem with a silver letter 'R' in the center.
Close-up of a product with the registered trademark symbol, showing a small black icon with a white lowercase letter 'r' inside a hexagon.
Close-up of an embossed business card with an email address and physical address in black text on textured white paper.
A woman making coffee with an espresso machine in a coffee shop.
A blank white background with no visible objects or details.
A hand holding two small jars with black caps, the jars contain a fruity substance, possibly jam or preserves, against a blurred background.
Unassembled illuminated sign with the letter 'E' and partial 'G', laid on tarp, with LED strips and wiring visible, on a concrete floor.
A person painting the word 'DING' on a red metal rolling shutter with spray paint, standing on a step ladder.
Close-up of a sign on a dark brick building with the partial word 'FREE' and the Regal logo, set against a partly cloudy blue sky.
A man in a white T-shirt, khaki shorts, and red socks stands on a red ladder, painting the words "COME AND HANG" on a black brick wall, which are part of a larger mural.
Black building with a large red garage door and white sign reading 'RUBIA COFFEE' on the upper part. A black van with orange stripes and promotional text parked in front.
Exterior of a building with a red sign that reads 'Fresh Brews Here...' and a black octagonal logo with a white 'R' on it, under a clear blue sky.
A red roll-up garage door with white text that reads, 'Powering Your Pursuits,' set in a black brick building against a clear blue sky.
Two disposable coffee cups with lids on a wooden picnic table, with a small potted plant and a white paper bag nearby. A travel trailer or camper is parked in the background on a grassy area.
Several paper coffee cups with black and white line art designs on a wooden shelf.

Final thought

Rubia Coffee is a perfect example of what happens when design and purpose work together. The result is simple, effective, and clear. No gimmicks. Just a brand that does what it needs to.

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