Joe had spent years working in the coffee industry and was finally ready to open his own place. He wanted something bold and full of personality, a brand that felt as confident as he did. The brief was clear: strong typography, a mascot (think pizza shop vibes), and something that could cut through a crowded market.

The Challenge

I tried the clean, minimal route first, simple sans-serif, lots of white space, very refined. It looked nice, but it felt like every other speciality coffee shop trying to look Scandinavian. It had no energy and no personality.

The Solution

The shift came when I stopped trying to make it look sophisticated and started thinking about what actually makes a coffee shop feel welcoming and fun. I went with a chunky, rounded display typeface that feels friendly without being cutesy, bold enough to work on signage and soft enough to not feel aggressive.

The blue and cream palette keeps it approachable rather than high-end speciality coffee, and the mascot became this characterful coffee cup figure that works as a standalone mark on packaging and merch. The mascot was key, it gives the brand a personality beyond just a wordmark, and it's flexible enough to work across everything from loyalty cards to social media without feeling forced.

The Result

Joe's now got an identity that actually reflects the vibe of his shop: energetic, approachable, doesn't take itself too seriously. It's not trying to be trendy, it's just got character. The kind of logo that makes sense on a cup but could just as easily end up on a tote bag, which is exactly what he needed.