Philz Coffee is a friendly and eccentric coffee shop that grows to be a leading brand among the coffee lovers in San Francisco. Its unique personality and history makes Philz stand out among its major competitors. Their current branding is considered outdated, and a thorough rebranding would greatly benefit their overall customer experience. One approach that is taken includes simplifying “Philz Coffee” to “Phil’z”. Phil’z new identity is deeply rooted in the owner, Phil Jabber. The new brand aims to maintain the urban San Franciscan heritage by applying a hand drawn illustration as the design system.