The Problem I Want To Solve:
The language on coffee bags because it's too elaborate and doesn't always make sense. I want to make it relatable for the average person.
Roles:
Elizabeth Sheffield: concept & design
Joanna Honeyman of Honeyman Studios: art direction
Joanna Honeyman of Honeyman Studios: art direction
Above are my initial pencil sketches for the name and logo of this coffee brand. I chose Crew because it combines the words "clarity" and "brew": Clarity for the transparency of the brand and the clear, direct language used, and brew for brewing the coffee. Also, the definition of crew is "a group of people associated together in a common activity or by common traits or interests." The common interest is coffee, but it's also about bringing people together.
After picking a name, I digitally sketched some logo ideas.
