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Anchor's Aweigh Co. is a conceptual coffee shop with origins in Brooklyn, NY. PROJECT DESCRIPTION: Develop name and identity to introduce a new… Read More
Anchor's Aweigh Co. is a conceptual coffee shop with origins in Brooklyn, NY. PROJECT DESCRIPTION: Develop name and identity to introduce a new Brooklyn based lifestyle coffee brand. Name and identity must convey a strong, trustworthy brand with longevity. Design needs to reflect a modern, bold, and inspirational approach to this industry with artistic elements. Overall brand experience needs to be authentic, aspirational, approchable and inviting, and premium. SCOPE: Ideation, naming, brand identity + strategy, tone / voice, product design, packaging design, and web design. Read Less
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PROJECT BRIEF
ANCHOR'S AWEIGH CO.
 
GOALS:
We want our coffee brand to inspire adventure. Our passion lies in travel which inspired us to bring together awesome ingredients from all over the world and blend them into new and energizing drinks that wake people up. We want to motivate people to find their passion and go after their dreams. Every morning can be the start of a new adventure, we want to provide delicious, energizing drinks and a genuine smile to set it off right.
 
PROJECT DESCRIPTION:
Develop name and identity to introduce a new Brooklyn based lifestyle coffee brand. Name and identity must convey a strong, trustworthy brand with longevity. Design needs to reflect a modern, bold, and inspirational approach to this industry with artistic elements. Overall brand experience needs to be authentic, aspirational, approchable and inviting, and premium.

SCOPE:
Ideation, naming, brand identity + strategy, tone / voice, product design, packaging design, and web design. 
 
I began by crafting a concise brand story that would easily convey the mission of the company and help orient future initiatives. Anchor's Aweigh Co. is all about adventure and giving people that nudge to go after their dreams; to bring passion and excitement into each and every day, and give people the encouragment to take the journey. 
 
What I aimed to achieve in this logo is a sense of authority, conviction, heritage, and stability. It takes a bold company to try and awaken the world, I wanted this logo to be an affirmer of the confidence of Anchor's Aweigh Co. in accomplishing that.
This secondary brand mark was designed to provide the company dynamism in its messaging efforts. While the primary logo takes a bold approach to prioritize the statement, "we're here to stay", this less blatent mark uses a larger but subdued visual of the anchor to reflect establishement in a subtle way, prioritizing the message of sophistication and sincerity.