# Mindful Cold Brew Rebrands Here&Now Repositioned Its Cold Brew as an Antidote to Burnout By Grace Mahas | Written with AI assistance | Published 2026-03-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/herenow-rebrands References: [packageinspiration](https://packageinspiration.com/herenow/)  Leeds-based branding agency [Robot Food](https://www.trendhunter.com/trends/vocation-brewery) redesigned the identity of [FITCH Brew Co](https://www.trendhunter.com/trends/here-and-now), renaming it Here&Now — a [cold brew coffee](https://www.trendhunter.com/trends/goodbrew-cold-brew-latte) and iced tea range built around a single, pointed idea: caffeine doesn't have to mean hustle. The rebrand repositions the drinks as an invitation to slow down rather than power through, drawing on the brand's own unhurried cold brew process as a conceptual anchor. Each of the five variants — Sun Trap, Social Call, New Ground, Usual Spot, and Open Road — gets its own vibrant colorway and illustrated can, with artwork that nods to leisure activities rather than productivity. The illustrations, developed in-house by senior designer Rich Robinson, double as modular visual assets that extend across the broader brand world. Here&Now's wordmark is set in a friendly sans serif, grounding the identity in accessibility without sacrificing edge. Image Credit: Robot Food ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 38% | Activity: 43% | Freshness: 67% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Mindful Caffeine Positioning:** A market niche framing caffeinated drinks as relaxation aids rather than productivity boosters highlights demand for low-stimulant formulations and ritualized consumption experiences. - **Leisure-centric Packaging Design:** Packaging that emphasizes leisure and lifestyle moments through vibrant, activity-led illustrations signals potential for products to become personal storytelling objects and collectible touchpoints. - **Modular Visual Identity Systems:** Flexible, component-based brand assets that adapt across SKUs and channels indicate a pathway to rapid line extensions and cohesive omnichannel experiences. ### Who This Affects Most - **Beverage Industry:** A shift toward 'slow' caffeinated drinks suggests new product lines focused on functional blends, milder formulations, and consumption rituals tailored to stress reduction. - **Branding and Design Agencies:** Demand for identities that marry accessibility with personality presents opportunities for studios to offer modular, storytelling-driven systems that scale with product ecosystems. - **Workplace Wellness Products:** Positioning caffeine as an antidote to burnout points to a convergence where consumables, ambient rituals, and workplace programming intersect to support employee wellbeing. ## Related on Trend Hunter - [Cold Brew Espresso Machines](https://www.trendhunter.com/trends/manual-espresso-coffee-machine.md) - [Sleep Drink Rebrands](https://www.trendhunter.com/trends/sleepy-coffee-vanilla-latte.md) - [Hyper-Fast Cold Brew Makers](https://www.trendhunter.com/trends/automatic-cold-brew-machine.md) - [Functional Coffee Line Expansions](https://www.trendhunter.com/trends/bulletproofs-new-cold-brew.md) - [Canned Nitro-Infused Cold Coffees](https://www.trendhunter.com/trends/nitroinfused-cold-coffee.md) - [Flexible Coffee Machines](https://www.trendhunter.com/trends/l-or-barista-absolu.md) - [Expanded Ready-To-Drink Cold Brews](https://www.trendhunter.com/trends/readytodrink-cold-brew.md) - [Modernized Coffee Rebrands](https://www.trendhunter.com/trends/modernized-coffees.md) - [Multi-Serve Cold Brew Coffees](https://www.trendhunter.com/trends/equator-coffee.md)