case study
Royal Coffee Roasting
We rebranded OBJ's coffee shop
Taking the Branding Beyond the Obvious
Royal Coffee Roasting is a specialty coffee brand co-owned by NFL athlete Odell Beckham Jr., built on a passion for craft, authenticity, and community. With a mission to serve exceptional coffee while giving back (one meal donated for every pound roasted), the brand marries quality with social impact. OBJ has always led with love; it's central to how he moves through the world. After rounds of iteration, landing on a hand-drawn heart-shaped gem felt less like a decision and more like an arrival.
The starting point was their existing identity: a lion with a crown, the inevitable conclusion for a brand called Royal. The interiors matched, mall-adjacent and generic, with none of the energy, style, or cultural specificity that OBJ actually embodies. There was a real disconnect between the person and the brand, and closing that gap became the foundation of the work. We saw the opportunity to build something people actually wanted to claim as their own. Now they do.
In partnership with Anthony Hart. Photography and social media content by Royal Coffee.
Before
After
This project arrived through Anthony Hart, a legendary designer and our longtime collaborator who has directed and designed for OBJ, Ye, Lil Yachty, NAHMIAS, Soulection, Nike, and far too many others to name. When he taps in with the studio, we don't hesitate. In ideation we were drawn to brands with a strong central mark and a flexible universe of typographic variations around it, so we built a system anchored by that gem icon, designed to feel accessible, ownable, and inclusive, while allowing the surrounding typographic system to morph and dance however it needed to.
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