Logo design for a coffee chain brand. We focused on the most characteristic object that you come across in such a coffee shop: the take away cup. Doing so we identified the opportunity to visually communicate the brand name, both schematically and typographically. Hence the typography imitated the shape of the symbol, which completed with the top of the cup, becoming the brand name’s capstone. The synthesis integrated with the slogan and the imagery of the smell of the coffee, both emerged from within cupz.