An independent coffee shop in Seattle, WA, focused on providing their customers with the fuel they need for the rest of the day: coffee. They are bringing their Seattle-local customers exceptional roasted coffee, with great service, and a great atmosphere.
To rebrand an already established business and develop its new identity. And with that, create an identity system that consists of business cards, logo, and stationery. The goal was to create an identity that conceptually conveys the company in its true light, while highlighting its personality. The biggest challenge was to create a mark that was not too simple nor too complex.
This rebranding is a forced connection between a rocket and a coffee cup, symbolizing the fuel behind the coffee, and the places it can take you. This idea came from Fuel Coffee’s current aesthetics, which is auto paraphernalia. I felt there needed to be a change in what symbolizes fuel, so I chose a rocket and I made it grey-blue and turquoise. I paired this with an altered version of the typeface Univers. The stationery I developed uses a colored paper stock with rounded corners to give it even more of a vintage, relaxing quality. In the end, my goal was to create a system that symbolizes the coffee, while showing the unique company personality.