Recognized as an early pioneer of specialty coffee in New York, family-owned coffee shop Joe Coffee Company now has 22 cafes in New York and Philadelphia. To this day, their mission is to brew high quality, unique coffees and create a welcoming space for every one of their communities. 

This year, after 16 years in business, they launched a rebrand of their iconic cup of Joe. The project was led by Godfrey Dadich Partners who created a custom serif logotype and chose Centra No. 2 as a primary typeface on its website, packaging, and advertising, as part of a design system “inspired by the rigorous commitment they apply to their coffee.”

Client: Joe Coffee Company
Typeface: Centra No. 2
Designer: Godfrey Dadich Partners

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