01
GOAL
To design a full brand identity for Fresh Ground Roasting portraying their timeless, mature, and noble nature. The project delivered a new logo suite visually inspired by the NASA "worm" logo and the structural strength of the Maxxis logo, ultimately positioning the brand as a knowledgeable authority in the coffee roasting industry.
02
SOLUTION
We made the intentional choice to design the letter "D" as a minimal coffee leaf, establishing its unique geometry as the template for the remaining letterforms. This core leaf shape is then repeated strategically across all supporting branding assets to ensure visual consistency.
03
COLOR
Fresh Ground Roasting initially considered a simple black and white palette. I proposed the strategic addition of a light gray with a purple tint to introduce depth and dynamism, which subtly conveys the brand's traits of wisdom and knowledge. A system of gradient secondary colors was established for use in both print and digital assets, allowing them to effectively coincide with and differentiate specific coffee roasts.