Objective / Brief: The goal of this project was to create and develop a brand for a beverage company and design various visual components of the brand. It was broken down into a few stages, research stage, logo development, packaging development. The final submission for this assignment included logo and branding elements, logo animation, stationary design, and packaging mockups. The overall goal for this project was to create a polished brand design with cohesive assets.

Creative Solution: I designed a logo for an espresso coffee company. The target audience of this company is first are foremost, coffee drinkers. To be more specific, espresso coffee drinkers as well as those fascinated with Italian culture. Espresso is an Italian form of coffee, so I really tried to communicate that culture into the brand. Coffee is often a drink enjoyed by adults, so I also wanted to communicate sophistication into the brand identity. I achieved this by designing a modern and concise logotype design using a sans-serif typeface. For the Logomark, I took inspiration from the Italian Republic symbol, (5-pointed star with olive branch). The core value of the brand is to provide rich and culturally accurate flavored espresso grounds to customers. The brand’s identity is strongly rooted in Italian culture and history. The brand’s main product is packaged ground coffee beans for espresso brewing methods. Since the product is meant to be brewed a certain way, the product is finely ground. For variety, my brand offers different roasts of the beans reflecting different regional flavors of Italy.