Chemex
Type
Speculative repositioning
Role
Logotype, visual direction, packaging design
Timeline
2026
Deliverables
Brand research, positioning, logotype, visual direction, packaging, 3D renders
Overview
Chemex is one of the rare objects that outgrew its category. Since Peter Schlumbohm introduced it in 1941, the hourglass brewer has been as much a piece of design history as a coffee tool. My designer colleague Sohrob and I studied its most recent rebrand, traced the company back through its history, and worked out where the brand’s essence really lives and who reaches for a Chemex today.
Positioning and Logotype
The research pointed to one conclusion: the brand’s identity was already in the object. Our repositioning treats the hourglass silhouette as the source of everything else. Each letter was handcrafted from the geometry of the brewer itself.
Packaging
The filter box carries the system: the wordmark and icon on the face, the brew steps on the side, and Schlumbohm Red.
This is where the proposed rebranding declares its value: the wordmark and icon reconstructed from a single point retains brand equity while the color and brand system become ownable and instantly recognizable on store shelves.
Tools: Figma, Blender, Blender MCP
Campaign
An Instagram Story ad built on the same system.
Product
The brewer itself, rendered up close: the hourglass glass, the wood collar, and the leather tie.
Tools: Blender, Blender MCP
System
Schlumbohm Red is the single accent, a nod to the brewer’s laboratory-glass heritage. It anchors a restrained palette of near-black, two reds, and a warm off-white.
Two brand patterns extend the system: Lab, a grid of measured marks, and Liquid, a flowing topographic texture.
Necto Mono, a monospaced typeface, supports the wordmark with a precise, laboratory voice.
Black
Schlumbohm Red 1
Schlumbohm Red 2
Off-White
Brand pattern: Lab
Brand pattern: Liquid
Credits
Brand research and positioning in collaboration with Sohrob Fatoorechie. Logotype, visual direction, packaging design and product renders by Marco Antonio Martinez.
More Case Studies
More identity and positioning work.
© 2026 Marco Antonio Design
Austin, TX
Chemex
Type
Speculative repositioning
Role
Logotype, visual direction, packaging design
Timeline
2026
Deliverables
Brand research, positioning, logotype, visual direction, packaging, 3D renders
Overview
Chemex is one of the rare objects that outgrew its category. Since Peter Schlumbohm introduced it in 1941, the hourglass brewer has been as much a piece of design history as a coffee tool. My designer colleague Sohrob and I studied its most recent rebrand, traced the company back through its history, and worked out where the brand’s essence really lives and who reaches for a Chemex today.
Positioning and Logotype
The research pointed to one conclusion: the brand’s identity was already in the object. Our repositioning treats the hourglass silhouette as the source of everything else. Each letter was handcrafted from the geometry of the brewer itself.
From Schlumbohm’s patent drawing to the wordmark
Packaging
The filter box carries the system: the wordmark and icon on the face, the brew steps on the side, and Schlumbohm Red.
This is where the proposed rebranding declares its value: the wordmark and icon reconstructed from a single point retains brand equity while the color and brand system become ownable and instantly recognizable on store shelves.
Tools: Figma, Blender, Blender MCP
Campaign
An Instagram Story ad built on the same system.
Product
The brewer itself, rendered up close: the hourglass glass, the wood collar, and the leather tie.
Tools: Blender, Blender MCP
System
Schlumbohm Red is the single accent, a nod to the brewer’s laboratory-glass heritage. It anchors a restrained palette of near-black, two reds, and a warm off-white.
Two brand patterns extend the system: Lab, a grid of measured marks, and Liquid, a flowing topographic texture.
Necto Mono, a monospaced typeface, supports the wordmark with a precise, laboratory voice.
Black
Schlumbohm Red 1
Schlumbohm Red 2
Off-White
Brand pattern: Lab
Brand pattern: Liquid
Credits
Brand research and positioning in collaboration with Sohrob Fatoorechie. Logotype, visual direction, packaging design and product renders by Marco Antonio Martinez.
More Case Studies
More identity and positioning work.
© 2026 Marco Antonio Design
Austin, TX
Chemex
Type
Speculative repositioning
Role
Logotype, visual direction, packaging design
Timeline
2026
Deliverables
Brand research, positioning, logotype, visual direction, packaging, 3D renders
Overview
Chemex is one of the rare objects that outgrew its category. Since Peter Schlumbohm introduced it in 1941, the hourglass brewer has been as much a piece of design history as a coffee tool. My designer colleague Sohrob and I studied its most recent rebrand, traced the company back through its history, and worked out where the brand’s essence really lives and who reaches for a Chemex today.
Positioning and Logotype
The research pointed to one conclusion: the brand’s identity was already in the object. Our repositioning treats the hourglass silhouette as the source of everything else. Each letter was handcrafted from the geometry of the brewer itself.
From Schlumbohm’s patent drawing to the wordmark
Packaging
The filter box carries the system: the wordmark and icon on the face, the brew steps on the side, and Schlumbohm Red.
This is where the proposed rebranding declares its value: the wordmark and icon reconstructed from a single point retains brand equity while the color and brand system become ownable and instantly recognizable on store shelves.
Tools: Figma, Blender, Blender MCP
Campaign
An Instagram Story ad built on the same system.
Product
The brewer itself, rendered up close: the hourglass glass, the wood collar, and the leather tie.
Tools: Blender, Blender MCP
System
Schlumbohm Red is the single accent, a nod to the brewer’s laboratory-glass heritage. It anchors a restrained palette of near-black, two reds, and a warm off-white.
Two brand patterns extend the system: Lab, a grid of measured marks, and Liquid, a flowing topographic texture.
Necto Mono, a monospaced typeface, supports the wordmark with a precise, laboratory voice.
Black
Schlumbohm Red 1
Schlumbohm Red 2
Off-White
Brand pattern: Lab
Brand pattern: Liquid
Credits
Brand research and positioning in collaboration with Sohrob Fatoorechie. Logotype, visual direction, packaging design and product renders by Marco Antonio Martinez.
More Case Studies
More identity and positioning work.
© 2026 Marco Antonio Design
Austin, TX