In 2013, The Classic opened its first brick and mortar, high-end specialty coffee shop in downtown Los Angeles. As in many cities, coffee shops occur every fifteen feet in downtown L.A. — so our challenge was to differentiate The Classic brand and promote its reputation as a luxury fashion brand.

MHCG examined the existing visual system and quickly spotted an opportunity to transform and reposition The Classic to communicate quality as both a coffee retail space and a fashion powerhouse. Replacing a distorted, busy logo with a clean and distinctive brand identity, and implementing the visual system across multiple channels and touchpoints, The Classic’s fresh new look has made quite a statement in downtown L.A.; clean and polished visuals give the brand impact, and make it feel unique within the Fashion District. Featured frequently in Vogue, Harper’s Bazaar, and Elle, the redesign has been described as “trendy, modern, and fashionable — but always welcoming.”