The brand refresh/redesign project was a collaborative exercise completed by a small group of me and two peers. We were asked to find a brand or company that hadn’t been updated in a long time and to decide if they would benefit from a refresh or a total overhaul. We focused on Maxwell House, a household name that hasn’t changed much, if at all, in the past century. We wanted to bring new life to the brand in a way that would entice a new, younger audience while still appeal to their loyal and older consumer base.