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    CHALLENGE // Become aware of the second largest criminal enterprise—enslaving human beings. Pair with the founder's desire to build community ove… Read More
    CHALLENGE // Become aware of the second largest criminal enterprise—enslaving human beings. Pair with the founder's desire to build community over coffee. Brand a non-profit that doesn't request sympathy or instill despair, but demands action from everyone who walks through its doors to end human trafficking in our lifetime. ACTION // This brand needed to be aggressive enough to be taken seriously, yet approachable enough to compete in the retail coffee space. It began with the logo—a phoenix—representing that everyone deserves a second chance at life. The warm yet bold color palette and natural materials further emphasize the "work with what ya got" nature of this scrappy non-profit. From pop-up markets and social media campaigns to an Incubator space and finally its permanent nest in the Heights, the 2nd Cup brand has grown with the organization. Read Less
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A 2nd Cup // Consumer Brand Creation // Program
 
CHALLENGE //
Become aware of the second largest criminal enterprise—enslaving human beings. Pair with the founder's desire to build community over coffee. Brand a non-profit that doesn't request sympathy or instill despair, but demands action from everyone who walks through its doors to end human trafficking in our lifetime.
 
ACTION //
This brand needed to be aggressive enough to be taken seriously, yet approachable enough to compete in the retail coffee space. It began with the logo—a phoenix—representing that everyone deserves a second chance at life. The warm yet bold color palette and natural materials further emphasize the "work with what ya got" nature of this scrappy non-profit.

From pop-up markets and social media campaigns to an Incubator space and finally its permanent nest in the Heights, the 2nd Cup brand has grown with the organization. 
 
CLIENT / A 2nd Cup
DESIGN DIRECTOR / Michelle Coffey
DESIGNER / Michelle Coffey
PRODUCTION DESIGN / Tam Truong + Rachel Borengasser
EXTERIOR SIGN PAINTING / Melissa Eason
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Deborah Jessup
Photo by Anna Dulin
Photo by Anna Dulin
Photo by Anna Dulin
Photo by Anna Dulin
Photo by Anna Dulin