Simple mockup for a coffee back with a reimagined logo. This is to focus on the logo and not the overall product branding.
Seattle's Best Colorways.
Different iterations of the redesigned logo. Keeping true to the current logo design but changing some of the design to feel a bit more nostalgic and work better with competing coffee brands.
I personally went with this refresh taking from Seattle's Best beginnings when the company started in 1970 as Stewart Brothers Coffee and transforming to Seattle's Best. I wanted to honor the old with the new and merge them together.
The new logo, for me, feels too bargain brand and lost any warmth that the previous logo had. I feel the current logo screams blood drive, cheap, nothing to note the warmth Seattle's Best blend boasts about with flavor.
Photos above from Vashon Island, Washington, where Seattle's best originated from.
Timeline of old logos.
Left: Stewart Brothers Coffee - features Henry the cat and their whimsical nature starting with a peanut churn to grind their coffee for a smoother blend.
Middle: A previous iteration of Seattle's Best logo design before their major brand overhaul.
Right: Current logo.
