Coffee Culture - Brand Identity Design
What makes drinking coffee so appealing? Is it the comforting routine of brewing your morning cup, meeting a friend for a chat over coffee, or the simple pleasure of taking a moment for yourself amidst the chaos of everyday life.
Whatever it may be, introducing Craft Espresso, a coffee brand which embodies the essence of specialty coffee.
About the brand
What sets Craft Espresso apart from the mundane daily caffeine consumption? It’s not just about the caffeine kick; it’s about the meticulous attention to detail, from selecting the finest beans sourced from Fairtrade South American regions to the precise roasting process that unlocks their full potential. It’s about the skilled barista who crafts each shot with care and precision. It’s about you when you’re getting the sip of bliss.
Craft Espresso’s love for coffee doesn’t stop in the coffee shops. In addition, they now offer their signature flavours for you to enjoy at home. Whether you prefer your coffee roasted or whole beans ready for grinding, you can bring the essence of Craft Espresso into your own kitchen, savouring the same exceptional quality and flavour.
Brand Attributes
Dedicated to Quality
Meticulously selecting the finest beans from South America to ensure unparalleled quality and flavour. Prioritising sustainability with transparent practices throughout the coffee supply chain, from environmentally friendly farming practices to plastic-free packaging.
Appreciation for Craft
We focus on the smallest nuances of flavour, aroma, and texture to create a truly immersive sensory experience. We respect and honour the traditions and techniques of coffee-making.
We keep Innovating
We embrace exploring and experimenting coffee-making to offer unique and cutting-edge products and experiences. It's exciting to discover new flavours, origins, and techniques to expand our coffee expertise and improve sustainability.
Concept/Brand Identity
Sketch vectors by Christiane Holden (Lumimango)
For the logo I drew inspiration from South American sculptures (fan), nature (toucan, plants, sun ray element, surrounded by Pacific and Atlantic Ocean and at the same time swirling coffee when it drips into a cup from the machine) and their vibrant culture (patterned and colourful houses/fabrics/paintings).
I experimented with creating the logo as an emblem. Though it felt like so many others have done this already. Instead it is similar to an emblem symbolising craft and care but as a bean form with the letters in the centre standing out horizontally.
There is a mix of geometrical and more relaxed forms and lines to show a focus on the craft mixed with a playful attitude.
The font has a handwritten feel like when you decorate a cake with icing. This supports the authentic feel and the notion that coffee beans which grow on highland are harvested by hand.
The colour palette is a mix of warm and vibrant colours. Icons have been created with a minimalist aesthetic in mind. They are contrasted with a netting texture as a feeling of authenticity from the coffee sack.
Brand Kit
Below are some examples of the design system + packaging.
If you’d like a chat about your logo design or branding, get in touch with me.
Disclaimer for product placement
Please note any direct links are affiliate programs with Amazon or Redbubble which means I get a small commission if you decide to purchase anything or sign up to services. You won’t pay a penny more but it helps me out!
