Add to Collection
About

About

Many roasters will tell you that a good cup of coffee is all about where it comes from, not the machinery used to produce the cup. From this be… Read More
Many roasters will tell you that a good cup of coffee is all about where it comes from, not the machinery used to produce the cup. From this belief, I began exploring the concept of, "Coffee as a window to its’ region.” Read Less
Published:
Brooklyn Roasting Company Conceptual Study
"Coffee as a window to it’s region.”
Conceptual Personal Project
-
2012

-
To be clear, this project was not intended to be a brand rejuvenation. Instead, it was a concept exploration endeavored over a three-day period of rethinking my favorite local coffee company, Brooklyn Roasting Company.

Many roasters will tell you that a good cup of coffee is all about where it comes from, not the machinery used to produce the cup. 

From this belief, I began exploring the concept of, "Coffee as a window to its’ region.” 
Δ Logo Anatomy:
Turning an iconic coffee cup shape on its’ side reads as “B” letterform, thus representing Brooklyn Roasting Company. This juxtaposition of symbology produces a strong, memorable connection between the brand and its’ coffees. This icon acts as a blank holding” shape, but it isn’t until we introduce the specific “region” to the cup that we begin to see this shape come alive...
Δ Coffee by Region:
By branding each coffee region by flags, they become memorable symbols to consumers as well as a light introduction to the regions where each bean comes from…
Δ Poster Study:
As the coffees become blended, (like “Bespoke” or “Iris Espresso”) the flags are contrasted together to create new, unexpected artwork within the shape...
Blends such as "Mocha Java” or “Decaf” are meant to be a more specific, literal read…
Δ Applications:
The result of this exploration allows each coffee to be treated as a “brand” under the Brooklyn Roasting Company "house."

By treating these coffees as “brands” allows further branding through multiple medias—posters, labels, coffee mugs, etc.—creating an added merchandising value to each coffee and ultimately, Brooklyn Roasting Company.
Δ Further Applications:
In keeping true to the concept of “Coffee as a window to it’s region”, the icon can also act as a window” for applications involving photography, signage, etc.

-
This was strictly concept work. Brooklyn Roasting Company is not affiliated with this work.