GranulR specialty coffee

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GranulR — Specialty coffee

with an illustrated logo

GranulR is the project of Cowork Timisoara, a community hub for freelancers, startups and small companies. It was born out of the desire to provide the people working from the coworking space with a genuine, good specialty coffee, but word about GranulR spread quickly and it became a well-known name throughout the city.

I was tasked with finding the right visual identity for the newly created brand. Since the audience of GranulR is mainly composed of millennials, the brand should reflect the values and characteristics of this group of individuals: diverse, technology savvy, sustainable, playful, and ethical in nature.

After a lot of exploring, I proposed several different logos, and the illustrated logo featuring 'Mr. GranulR' (as it came to be affectionately called by the people working at Cowork) was the winner. I paired it with a bold color scheme made of black, white and yellow and a modern sans-serif font family. The identity is completed by simple and often exaggerated shapes and icons that lead to a playful and approachable brand.

I proposed two different bag designs, and it was decided to print out and present both to consumers so that they can decide which they like best and use in the long term.

I explored many cup designs, printing them out to get a real-world feel, working my way to the final top three designs. I successfully avoided the one that would have looked like a giant cigarette filter :)