おはよう.
Branding + Identity
Logo Design | Typography | Visual System | Illustration
Mornings should be simple. We spend so much of our time sprinting along, trying to catch up, but the day has barely even started yet. Most of the time people are just looking to grab the cheapest, quickest cup of coffee to get them going. They usually end up regretting it, but it's not like we don't understand, so why sacrifice quality for speed? Or in some cases, quality for quantity.
At GMC our focus is on the coffee; Our goal, make it simple. To that end we work hand in hand with our roasters. Not just to ensure that we have the best quality beans, but so that our baristas can train and learn about the product from the source.
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When we started this, we knew our solution had to be playful, clean, and practical with a visual system that stands out through its simplicity and emotion. Drawing heavily from a combination of Japanese and American craft coffee culture, we created an identity and brand that embodies the simple things. Like a good cup of coffee.
Brand Ethos:
Mornings should be simple | We champion the little things | We respect the source | We believe in quality over flash.
The Good Morning Coffee logo mark features a custom "coffee stain" that pays homage to the complex and unique nature of coffee itself. The accompanying type is clean and easy to read, while the brand type is playful, allowing contrast.
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