The Blue Plate Coffee brand evokes the feeling of an old time diner, a time when a good cup of joe could be had for a reasonable price. BluePlate takes its name from “Blue Plate Special”, which was a price fixe menu in a diner that promised good food and lots of it. To keep costs down, no substitutions were allowed.
The Blue Plate logo features the word coffee in a modified script typeface that mimics the shape of neon signage and the name Blue Plate is depicted in a stylized font that is typical of printed material from the heyday of diners. The “no substitute” refers to both the quality of the coffee as well as to a Blue Plate Special. The round negative space of the logo’s frame suggests both a dinner plate as well as a placemat. A soft blue was chosen for the logo to mimic typical diner period china decoration.
The package itself is an oversized coffee mug and is also a re-closeable keepsake that can be used for pens, knickknacks, etc. The mug is modeled after actual period diner coffee mugs. Final production material would be injection molded plastic with a label wrap.
All conceptual and physical elements, aside from the actual coffee beans and typefaces, are products of the designer. The preproduction mock-up ismade from cardstock and thin plywood.
The cup is 5.5 X 4 inches with a 3.25 X 1.25 inch handle.
The packaging cup holds 3 Cups [dry volume] of coffee beans. This equates to 8oz net weight of coffee beans.