This project was a final year degree show piece. The project was to design a brand and identity for a fictional Irish coffee shop brand called SOS! Coffee. The name of the brand refers to the immediacy with which people seem to need their coffee in the mornings and also, the word 'sos' in Irish means break. This worked perfectly as it roughly translates as coffee break in Irish! The brand was to appeal to a young audience - the humorous sayings on the coffee cups and bright colours were chosen for this reason.