Most of this brand's surface area is a cup someone carries down the street, so the mark had to survive being printed small on a curve.
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Brand Design
The decisions that make you recognizable before anyone reads a word — made once, written down, and reusable.
What this is
A brand isn't the logo; it's the set of decisions the logo belongs to. Which two colors, which type, how much space around things, what you never do. Made once and written down, those decisions let everything after — a sign, a post, an invoice — look like it came from the same place, without anyone having to redecide it each time. A logo on its own has nothing to be consistent with.
- Primary logo and variants
- A small mark for tiny sizes
- Color palette with usage rules
- Type choices and a size scale
- Applications — signage, packaging, print
- Social profile and avatar versions
- Files in every format you'll be asked for
- A short guide covering the do-nots
Work
Open a piece to see the samples.
Designed at 16px first and scaled up, rather than designed large and discovered to be a smudge in the browser tab.
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A redesign constrained by an existing product, an existing box size, and customers who still had to recognize it.
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How it works
01
Idea
Who you are, who you're not, and what you're competing with visually.
02
Explore
A few genuinely different directions — not one idea in three colors.
03
Refine
One direction taken all the way down to the small sizes and edge cases.
04
Handover
Every file format, plus the rules written down so it stays consistent.