Some Kind of Coffee is a coffee company based in New Jersey that wants to emphasize coffee’s part in one’s daily life. Coffee is more than ritual and caffine. Coffee should make you feel good and be integrated as an important part of your life. Coffee fuels you. It fuels your freaky.
Some Kind of Coffee’s (SKC) identity was started, but was still very much in the beginning stage. The vision was there, but not the execution or the why. Going into the project we noted that we wanted to keep the monogram essence, the punch of the neon, and the edgy, pop-culture emphasis on the content and energy.
The why was extremely important in this particular project. The coffee market especially in SKC’s home region new york, seems to be ever growing, all with the same energy. Most coffee companies todaY (frankly) green washing selling points to connect with customers as well as the same old brown with rustic imagery that we now all associate with coffee. Although SKC is an environmental and fair trade friendly company, it understands that customers don’t want to hear and see the specifics of environmentally ethical business practices everytime they view our content and products. SKC understands people want more to connect to — stories, characters etc. and will implement that into its future content and packaging. Along with this differentiation in identity, SKC’s bright and sleek color and typography will instantly make it stand out amongst the its competitors.
Since we knew we wanted a monogram, our options were extremely broad. After many rounds of sketches and type customizations, round one led us to this modern stamp-like S, which after a tough call was decided it didn’t communicate the moderness we were looking for. Taking inspiration from the Genuis logo, we decided on the current mark, shadowed with some subtle distressing.