Coffee + Calling = End Human Trafficking

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