Inspired by the simple idea of doing good for oneself and others, Do Good Coffee is a local coffee shop looking to go nationwide.
I created a wordmark to serve as a starting place for the brand's visual identity. After making the wordmark, I brought it into After Effects and created the motion graphic above. The coffee bean letters coming together are symbolic of people coming together through the brand.
To further develop the visual identity of the brand, I created a variety of mockups. I discovered that the letter 'O' from the wordmark worked well as both a standalone mark and a graphic element.
One of my goals with this project was to create a brand that I could see being big. I was largely inspired by McDonald's and Starbucks, which have both achieved great success in creating instantly recognizable brands. I think what makes these brands so iconic is their simple yet brilliant designs—I aimed to capture that essence in my own creation.
© 2024 Casey Fuller