Inspired by the company’s self-aware, irreverent sense of humor and appreciation for sci-fi, we crafted a logo that reflects their mad scientist vibe. We also designed a full system of icons representing their wild bouquet of flavor notes so customers can see the creativity that goes into each blend.
We punctuated the system with some light whimsy throughout via playful collage and visual puns. The vivid electric blue is a riff on Chicago's signature color; we paired it with a classic navy to balance hometown pride and creative energy with a bit of gravity.
Once completed, we handed over all of the templates and icons the Halfwit team would need to continue producing unique, colorful materials in house, such as labels for the new blends they're regularly concocting.