Objective
Design a brand identity and product packaging system for a communal coffeehouse centered on coffee with a relaxed, slow-paced environment.
Challenge
Build a brand identity that is organic and hand-drawn while still appealing to clientele seeking a place that highlights coffee culture and community.
Primary Logo
Creative Direction
Friendly
Relaxed
Unrefined
Concept overview
A slow start to the day + happy coffee drinker + caffeination ritual = Slow Start Coffee & Co.
Rationale
This project is a case study focused on building a brand system, along with package design and other brand collateral. For this exercise, I developed logo variants that reflect a mellow coffeehouse space centered around a more traditional coffee experience. The logo icon combines simplified human facial features with abstracted elements that signify brewed coffee. The typeface perfectly suits the organic linework of the logo icon, creating cohesion and balance throughout all versions of the full lockup. This project best reflects my design thinking for brands that display distinct personality across each aspect of their presentation.