06
Date
2022
Project Type
Branding a coffee start-up with two ex-servicemen with PTSD
Involved
The founders
My Contribution
Creative direction
Brand strategy
Brand development
Custom identity (logos)
Brand style guidelines
Story
Two Vets who both have PTSD got together in the hope of inspiring people to improve their mental and physical health through good coffee, chat and fitness while supporting relevant charities.
Process
The brand process is below, but you can see an in-depth version on my process page in the footer. This project was done entirely remote.
Mission
Their mission is to supply the best ethically sourced coffee and bring like-minded people together to promote mental, physical and spiritual wellness.
Creative Journey
Discovery
- Look & feel
- Tone & voice
- Beliefs & values
- Story
- Mission
- Customers
- Moodboards
- Stylescapes
Brand Identity
Logo development
- Sketch ideas
- Digitalise concepts
- Prepare logos for approval
Three elements to my logo designs
After the discovery phase, we identified three core values on which to base the logo system.
Mindfulness / Adventurous / Efficiency
They wanted to get across that just because they are ex-military doesn’t mean they’re bulletproof. Mental health plays a massive part in the military and doesn’t get discussed enough. The branding needed to reach out to fellow servicemen and women and make everyone feel welcome, so the logo needed to get that across but also have a ‘we get shi*t done and love to be adventurous’ vibe.
Above are some sketches and development. Part of the development process is to see what doesn’t work and what could work.
Final logo package.
The discovery & sketches illustrate how we got to this point. The logo is completely custom drawn, bold, simple to read and slightly rough around the edges.
This will work on many
applications because it’s balanced
with or without the box. It’s curvy
& well spaced, it brings that
openness and relaxed vibe too,
but it can also look tough and efficient when needed.
Brand Style Guide
- 40 page document that grows as your business grows.
Having the brand and style guides at the start of your business sets the tone from the beginning and creates fewer costs.
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POPPINS.
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I decided on Poppins for the primary typeface as I believe it has a mild strength, which plays into their core values.
Designed by Indian Type Foundry, Jonny Pinhorn.
- Product development
- Image manipulation
- Digital & print assets
- Product photography
- Retouching
- Image manipulation
- Brand identity
- Logo design
- Style guide design