camo coffee logo in black

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 completely 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.

worn camo coffee logo on a t shirt

Creative Journey

Discovery

Brand Identity

Logo development

Three elements to my logo designs

After the discovery phase, we identified three core values to base the logo system off. 

Mindfulness / Adventurous / Efficiency

They wanted get across that just because they are ex military doesn’t mean that they’re bullet proof. Mental health plays a huge part in the military and it doesn’t get talked about enough. The branding needed to reach out to fellow servicemen and women but also 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, followed by 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.

camo logo on coffee packaging surrounded by coffee beans
hat with embedded icon logo
cup of camo coffee by the mountain lake

Brand Style Guide

All the brand guides and styles you need to start your business branding off.

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camo coffee limited edition logo in black
camo coffee limited edition logo in orange
camo coffee limited edition logo in navy
camo coffee limited edition logo in white

POPPINS.

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I decided on Poppins for the primary typeface as I believe it has a soft strength to it, which plays into their core values.

Designed by Indian Type Foundry, Jonny Pinhorn.

Enquires, feedback, collabs, music and tv suggestions are welcomed