The rebrand that turned a 20 year old local shop into a stranger overnight

This coffee roaster in Portland I've gone to since 2018 swapped their hand drawn logo and chalkboard menus for a slick minimal wordmark and neon green bags last month. Regulars couldn't even find the counter because they painted the storefront same color as the brick next door. What do you do when a place you love updates its look and loses every bit of personality that made it worth the walk?

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victorbutler29d ago

You ever see a diner swap its red vinyl booths for those floating white chairs and suddenly the coffee tastes different, even though it's the same damn bean? This one place I hit in Seattle did that, and I swear the pancakes got smaller out of spite.