Jeremiah Joe Coffee has been at the heart of the bustling, historic city of Ottawa, Illinois for well over a decade. Beloved by weekend visitors, art clubs, and coffee aficionados, their in-house roasted coffees keep the shop busy every day of the week. Small-scale updates to the space had been made since its opening in 2002, but it was time to re-energize the brand to show that it’s the same coffee and people-loving place 14 years later. Working closely with the owners and staff of Jeremiah Joe Coffee, we revisited and clarified the shop’s values and took a hard look at what was and wasn’t working. From the menu and merchandise, to seating and lighting, we honed the Jeremiah Joe Coffee experience to meet the varied needs of its customers. Drawing from the cool 1950s feel of the building the coffee shop occupies and the story of the fedora-wearing ‘Joe’ that has always been a staple, a moodboard was established to guide the updates. Five months later, the logo was updated, new responsive website was launched, and the space was remodeled top to bottom. Though the space has changed, the coffee is as good as it’s ever been, and the owners are delighted to be able to serve their diverse customers even better.