Gia had all the ingredients of a standout product — heritage, quality, and a passionate audience — but it lacked a distinct voice. Our role was to transform Gia from a functional offering into a cultural espresso brand that speaks to modern coffee lovers.
The rebrand focused on reconnecting Gia with the iconic Najjar legacy, while giving it a bold, independent personality. We solved key brand challenges: from mispronunciation and unclear design to the absence of a unifying story.
We created a visual language that’s confident and contemporary, underpinned by bold typography, vibrant flavour-coded packs, and a packaging structure that invites shelf presence and brand recall.
The result: a modern espresso brand rooted in craftsmanship, culture, and connection. Gia is now more than just coffee — it’s a daily ritual, a conversation starter, and a symbol of accessible luxury with Lebanese soul.
Gia by Café Najjar – Rebranding Espresso for a New Era of Taste and Identity