Grim Wizard Coffee, previously known as Black Forge Coffee, underwent a major rebranding to reflect its new identity. The name "Grim Wizard" was inspired by a made-up doom metal band name, an inside joke between the owner and the general manager. This rebrand aimed to maintain the community-driven spirit of the original Black Forge Coffee, a beloved metal-themed coffee shop in Allentown, Pennsylvania, while adding a fresh, dark, and unique vibe. As someone who has always gravitated towards the dark and macabre, this project was especially exciting for me to work on.
Rebranding an already beloved and established brand like Black Forge Coffee presents both rewards and challenges. It’s a delicate balance between honoring the legacy and trust of the existing customer base while introducing a new look and feel. With Grim Wizard Coffee, it was crucial to ensure the new brand’s visual identity and online presence kept the authenticity and passion that people had come to expect. The design process involved carefully updating their brand elements, such as logo, typography, color palette, and imagery, while ensuring the new identity resonated with both the loyal community and potential new customers.
The project also required thoughtful navigation of the transition to the new name. While the Allentown shop will continue to host various gatherings, the new brand and website needed to communicate the shift in a way that was both respectful to the past and forward-thinking. This meant integrating elements of the metal culture and the sense of community that Black Forge was known for, while adding a fresh layer that reflected the new Grim Wizard Coffee persona.
Throughout the rebrand, I worked closely with Grim Wizard Coffee to ensure the website was visually captivating, easy to navigate, and fully aligned with the brand’s new identity. The reworked website serves as a key tool in maintaining the shop’s strong online presence and continued customer engagement, reflecting their core values and unique aesthetic.
Work Completed
Full website redesign to reflect Grim Wizard Coffee’s new branding
Pulled together all of the branding elements created by their team into a cohesive, comprehensive look across the website
Creation of custom color palette, typography, and supporting design elements
Integration of new brand identity and community focus into the website
Update of website content and imagery to reflect the rebrand
Ongoing support and troubleshooting for website updates and maintenance
