LOGO | BRANDING | ADOBE | MOCKUP
A brand identity project for a premium coffee company that sells specialized coffee from around the world. The deliverables included a logo, brand kit, mockups, and advertisement concepts.
Graphic Designer, Advertiser
10 Hours
Illustrator, Photoshop
AZ Coffee is a premium company that sells specialized coffee from around the world. They needed a simple brand starter with a logo and advertisement concepts to launch their identity.
I started by sketching on paper to explore how to convey the adventurous side of AZ Coffee while keeping the design simple. I planned to finalize the logo within three to five hours, so I sketched at least ten different logo concepts to give myself a strong range of directions.
I liked the concept where the Z in AZ forms a table shape with a coffee mug resting on it, so I started drafting the logo in Adobe Illustrator. However, some concerns came up. The early versions didn't give off an exciting feeling because the mug didn't look like a proper coffee cup, and the coffee bean resembled a flower. Since AZ Coffee is for people who love trying coffee from around the world, I decided to take a different approach.
I started testing and finalizing the brand colors to decide how to give a pop of color and convey an exciting feeling. When I thought about maps and the globe, the idea of a geotag clicked. Making sure the mark was visible from both far away and up close, I redesigned the logo, replacing the mug with a proper coffee cup and the bean with a heart to imply the shape of a geotag.
One of the most important things to consider is presentation. With the logo complete, I wanted to create a mini brand kit for any client to see my vision for AZ Coffee, showing how the identity works across different formats and applications.
Using Adobe Photoshop, I created a Facebook carousel ad to help introduce what the company is about and attract customers to the new brand.
I also created product mockups and additional graphics to show how the brand would look on packaging and other physical materials.
