The challenge
Falcon Fibreglass approached Coffee Creative with a clear goal: to finally land on a brand identity that felt set – something enduring, professional, and premium. Having cycled through various logo options over the years, the business hadn’t yet found a tone or visual direction that truly reflected their market-leading work in the fibreglass lining space. They wanted a brand that aligned with their reputation for quality, precision, and innovation, without falling into the generic visual traps common in the pool industry.
Crafting a new identity for a market leader in fibreglass lining.
Falcon was determined to avoid the predictable – no waves, no water drops, no overused ‘water’ blues. They weren’t just a “pool company.” They were fibreglass specialists. This clarity opened the door to a bold, refined rebrand that would distinguish them visually, conceptually, and strategically.
A single strand of fibre is fragile, but together, they form something powerful.
The process
01
Discovery & Direction
Every brand journey starts with understanding. We kicked things off by meeting with the Falcon team to unpack their goals, frustrations with past branding attempts, and their vision for the future. From there, they completed our brand questionnaire, designed to give us insight into their business, their history, and what makes them unique.
To guide the creative process even further, Falcon completed a visual preferences quiz – a curated document that helps us identify their taste in font styles, colours, and design references. This gave us a solid creative foundation and ensured the direction we pursued was rooted in their preferences, not guesswork.
02
Creative Exploration
With insight in hand, our studio moved into the creative phase. We began by designing two distinct moodboards, each exploring a unique visual and conceptual direction for the Falcon brand.
One moodboard leaned into light, bright nostalgia – evoking summer, joy, and warmth. The other (and the final chosen direction) embraced darker tones, clean minimalism, and layered symbolism. These were presented to the Falcon team for review, and after thoughtful consideration, they selected Moodboard One—the sophisticated, symbolic route.
Using this moodboard as our compass, we then developed three custom logo options, each built to reflect the chosen aesthetic and deeper meaning behind the brand.
03
Finalisation & Handover
Once the logos were reviewed, the client selected Option 2—a mark that stood out for its clean execution, conceptual depth, and premium feel.
We then moved into final refinements and full packaging: logo files in all formats, usage guidelines, and brand assets. The result? A fully realised identity that can confidently scale with Falcon’s business and make a lasting impression in their market.
The direction
Falcon Fibreglass’s new identity isn’t just a visual upgrade – it’s a strategic repositioning rooted in meaning, material, and mindset. With a clear brief to avoid tired industry clichés, we built a brand that stands apart from the overused wave graphics, drop icons, and blue-saturated colour palettes.
The final direction leans into precision, professionalism, and strength. Inspired by the fibreglass material itself, the logo features fine lines coming together to form the Falcon icon – a visual metaphor for both the product and the people behind it. Where one strand may be weak, many joined together create something unbreakable. This felt symbolic of Falcon’s team-driven culture, and was the thread that carried through the design.
Every detail was intentional. The structured typography offers confidence and clarity, while subtle design choices, like the directional ‘A’, tie in ideas of navigation, leadership, and growth. The colour palette, dubbed Golden Precision, combines rich, dark tones with warm gold accents, balancing elegance and authority.
The result is a brand that feels clean, premium, and future-focused. A brand that’s not only ready to compete but ready to lead. This is more than a logo, it’s a signal of Falcon’s continued rise as the benchmark in their industry.
What a smooth experience with an incredibly knowledgeable team!!
The customer service we experienced was exceptional from start to finish and with this said, the delivery time was impressively short! Top Notch Company!
Thank you Jazz and Team.
PIETER SWANEPOOL
Managing OwnerSummary
The Falcon Fibreglass brand refresh wasn’t just about visuals. It was about alignment—between who the company is, what it stands for, and how it’s perceived.
With a powerful new identity that embodies strength, unity, and professionalism, Falcon is now positioned not just as a service provider, but as a benchmark in its field. The new brand is a statement: Falcon Fibreglass is no longer just a leader – they’re setting the standard.
