Populace Coffee
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Published:
Spring, 2012 —
A friend of mine runs an incredible independent coffee roaster in Michigan called Populace Coffee and offers high quality gourmet coffee. In the company's earlier days, we worked together to concept a brand refresh that would speak to the humble, hardworking nature of the brand and its owner.

The goal was to help deliver the promise of a quality product to a blue collar town who, at the time, may not have been ready to pay more for their coffee. I took a lo-fi, monochromatic approach that offered very little in the way of frivolity and nodded ever-so-slightly to propaganda posters to help convey that message. While the work we did never saw the light of day, it's always been a favorite of mine.