Branding Design & Strategy © Tenet Coffee
I recently partnered with a local coffee roaster, here in Colorado. After grinding and tasting some of this coffee, I am hooked on the tenets these beans are made by. And I can’t for you to try. Here’s a taste of the latest work.
Tenet Coffee package mock-up.
Tenet Coffee Primary Identity
Tenet Coffee Alternate Identity
I was tasked with designing this brand around two, humble coffee roasters, and businessmen. The name “Tenet” was selected based on market research, competitive analysis, and the brand’s confident voice.
The company is staring small, with select batches of coffee being sold. Therefore, not only was the logo and package a consideration, we thought about many touch points of the brand from the beginning.
Tenet Coffee T-Shirt mock-up.
Stay tuned for more about Tenet Coffee, and ways you can get a taste.
Tenet Coffee Mugs mock-up.
Tenet Coffee, Grinding Tote Bag mock-up.
New Shop Tags →
New, clear hang tags are here for the shop. They make great keychains. Stay tuned for new products. And thank you for your support.
There are still a few totes left and I will cover shipping again this month. Apply “FREESHIP” at your checkout.
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2020 studiojeffrey identity update
Working in this studio brings me great joy and I love designing visual communication. Here’s an update to my own identity system. I felt it was time to incorporate all aspects of my business into one and call it studiojeffrey, all lowercase, all one word. Because it’s not about me, it’s about the produced visuals for the specific, intended audience.
Ella Rose - Identity Design
Pleased to share the identity designs for Ella Rose. Another great collaboration with Mint Marketing in Albuquerque. This time for a hair boutique specializing in female hair cuts, colors and style.
Wild Magnolia Wellness
I was pleased to partner with Ashley at Mint Marketing in Albuquerque for the first time. I was asked to design an identity for her newest client, Wild Magnolia Wellness. A wellness clinic in New Mexico that will make counseling easy, approachable and affordable. Everyone is welcome so the design is intended to uplift and allow Wild Magnolia Wellness a future of growth, while healing on a grass roots level. Here is the selected identity design.
Mint Marketing - Visual Identity System
Working to create a brand identity for Mint Marketing in Albuquerque, New Mexico, I designed a modular identity system. Meaning that each part, the icon, type treatment, and tagline may be arranged in different combinations to distinguish the brand.
As time passes, brands may use less and less to visually communicate to their audience as it grows and learns. This strategy helps keep cost lower for the client while allowing me as the designer to produce, and think about the entire business life cycle. Plus, it allows the brand to continue visual consistency throughout, when applying the logos.
Here are six ways these branding elements are arranged to create a new visual identity for Mint Marketing.
Mint Marketing - Identity Designs
I was recently hired to design an identity for a new marketing firm in Albuquerque, New Mexico called Mint Marketing.
Immediately, we spoke about the naming and its use in the market place. We also spoke about the competition or other people using Mint in their name. This led to research that showed most designs included a mint leaf with their mint name. So, this became my starting point, to design without using a mint leaf.
The challenge became to visually communicate the strength and trustworthy nature of this agile new company in a clean and simple way. As part of Mint's marketing strategy they want a strong letter "M" in the identity and an icon that can be used on it's own. Plus, the tag line "connect, create, cultivate" to explain the mission of the company.
I used symbols of connection, light, bar charts, and line graphs to inspire the first round of designs. I always present these initial designs in black and white, as they need to work this way in branding at the most minimal visual points.
You're looking at the first round of identities that I presented this week. It includes four options, designed to be modular. Each option is a system that the client can add and subtract elements as needed.
How Logos Became the Most Important Quarter-Inch in Business
"People are literally, physically interacting with those symbols in a way that they never did.”
-Michael Bierut
“Good appearance was a salable commodity.”
-Raymond Loewy
“It’s not the mark, It’s the marketing.”
-Debbie Millman
"Applying interaction-design thinking to identity design results in logos that can be 'highly logical, very stripped down'."
-David Turner
"And in what may be the most surprising development in modern identity design, we’re increasingly learning how to do it ourselves—using the tenets of branding that have been established in professional circles, to create symbols for movements."
-Debbie Millman
FULL ARTICLE
Illustration by 123 Klan for Fortune
