A relatively new business, Activate, is getting the word out about their high-quality coffee goods. My goal for this university project was to develop a visual identity that would generate interest in the company. The product is a tin of coffee that you brew at home. The idea was to sell to ambitious people who need a little extra help activating their busy, productive lives. I'd even go so far as to say it's more especially aimed at those who work from home or operate their own business from home. I wanted the logo to have a pleasant cozy tone rather than an aggressive one. I liked this concept of using the T as a coffee table, reminiscent of a coffee shop. The brown in the logo not only evokes earthiness and feelings of warmth, but also gives you an immediate connection to coffee. I began to think about the many coffee preferences that people like. I tried to find three that were really different from one other so that there was something for everyone. That's how I came up with Mocha, French Vanilla, and Peppermint (for those who enjoy holiday drinks).