Morning Joy Coffee | Logo Concepts

【Premium coffee with a mission - generating smiles one cup at a time】

BRANDING, PACKAGING, CREATIVE DIRECTION

The problem:

Creating a coffee personality that’s relaxing and fun whilst still targeting the premium consumer. Portraying the founder’s vision with his ambitious mission in mind.

The solution:

Using a rich and dark colour palette for the premium feel with highlights of lighter colours to portray the break of dawn and the light atmosphere of a calm morning when you sit down with a good cup of coffee and ease into the day. Also using illustrations to bring in a little playfulness and bring it down to earth to focus on the natural aspect of the coffee.

Process:

I was appointed as Head of Design to create the branding and creatives for the founder. As the brand was based on his love of coffee and his ethical values, I knew my work should be centred around his story, his thoughts, and his ambitions. Through talking to him about his entire business, more than just branding, I discovered that his target audience was the middle class with disposable income, who are borderline hipster but never want to be called a hipster, and that he wants them to feel joyful and refreshed when drinking the coffee and associate. To suit this persona, I decided to opt for a luxurious yet playful branding to differentiate from the minimalistic branding most high end coffee brands opt for.

See the full project at: https://dribbble.com/zlcreative/projects/4076107-Morning-Joy-Coffee-Coffee-Brand

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Like what you see? Get in touch with me: [email protected]