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From bean to brand identity. ☕🎨
Ash & Bean Cold Brew Co. needed a visual voice that resonated with a new generation of coffee enthusiasts. something refined, energetic, and playful.
Here’s how the brand came together:
Custom Letterforms: Bold typography crafted with custom bean cutouts.
Versatile Logo System: Ranging from master lockups to cup badge marks.
Color Story: A rich palette anchored in deep purple, emerald green, and warm cream.
Brand Touchpoints: Applied seamlessly across business cards, apparel, and mobile coffee truck wrap.
Would love to hear your thoughts on this design direction! 👇
The network for creativity
Join 1.25M professional creatives like you
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Creatives on Contra have earned over $150M and we are just getting started
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When does a hand-drawn logo make sense for a brand?
In this case, a Barcelona-based creative studio founded by a team with decades of combined experience approached me wanting a hand-drawn identity that would feel unexpected for a team like them, a way to signal creativity and distinction.
They came with a strong concept: the sediment at the bottom of a wine glass. What stays after everything else fades. A nod to what good work leaves behind after years of experience.
The entire identity is built on hand-drawn illustration, so the logo needed to do something different. With so much personality already living in the visuals, we went for a logotype with weight and presence, something that could anchor the brand and communicate their expertise.
The hand is still there. Just in a different form.
Do you think hand-drawn elements are being used more as a trend than as an intentional choice?
Looks super cool! Love the craft behind every branded element, from type to illustration. I believe it makes the brand very strong and consistent
Good design should survive compression.
Most design isn’t experienced inside a perfect presentation.
A logo becomes a tiny profile image.
A visual system becomes one social post.
A landing page gets three seconds of attention.
A thumbnail competes with twenty others.
If an idea only works when every detail is visible, the idea may not be strong enough yet.
I keep returning to three questions:
• What is the first thing someone needs to understand?
• Which decision makes this unmistakably the right brand?
• What can disappear without weakening either?
That’s why I value systems over isolated assets. A clear type hierarchy, deliberate color role, and repeatable visual language can move from a website to an ad, package, or thumbnail without losing its identity.
Polish earns attention.
Consistency builds recognition.
Clarity makes both possible.
What would remain recognizable about your brand if everything unnecessary were stripped away?
The three questions read like a design brief distilled to its studs. Which one do clients push back on hardest, probably 'what can disappear' since that's usually where scope creep gets exposed before it happens?
Solenne is a mental health and wellness studio created to make support feel safe, calm, and approachable.
For the brand identity, I wanted the visuals to reflect that feeling from the first interaction.
The audience is coming to Solenne because they need support. I did not want the colours to feel loud or overwhelming, so I chose soft pink and blue tones that feel calm, warm, and welcoming.
The imagery follows the same direction. Soft and expressive visuals bring a human feeling to the brand and help communicate emotion without making everything feel too serious.
The goal was simple. Create a brand that feels like a place you can breathe.
