Scrimshaw Coffee is a specialty coffee shop in San Diego’s college area. The guys at Scrimshaw reached out to me to create their premiere branding – something that would bring to life the laid-back, friendly, and community-centric vision for their shop. The main lettering style has a playful hand-drawn style that helps emphasize the hand-made and personal values of the brand. The whale character, who has lovingly been named “Verne”, is a key feature of making the brand recognizable, memorable, and of course Instagramable. Since the origin of the word “scrimshaw” is “to waste time”, the overall vibe of the brand facilitates a sense of relaxation where friends can come together, hang out, and “waste time together.”