Common Grounds is one of the pioneers in specialty coffee shops in Jakarta. The establishment brews fine selection of coffee and serves all-day breakfast classics. Obsessed with crafting good coffees, they have won the Indonesia Barista Championship in 2014 and 2016, as well as holding the title of champion in the Indonesia Latte Art Championship for 3 years in a row. Common Grounds’s focus on consistency and quality is something that is worth sharing to the customers. On this account, we helped in reshaping a new identity aimed to show what Common Grounds stands for. This rebranding approach captures the spirit of Common Grounds in the form of geometric details, contrasting custom typography, and a modern color palette. Simple layout and repetitive use of oversized letters were also chosen to convey their boldness and to leave a lasting impression on the customers’ mind.