Lift Coffee Co logo design using modified Futura typography

When designing the logo for Lift Coffee Co., I was commissioned by 3rdHouse Design and faced three key challenges. The identity needed to reflect the premium quality of the coffee while remaining cost-effective to reproduce across packaging and merchandise. It also needed to feel elegant and avoid typical coffee branding clichés, while expressing the idea of “Lift” in a subtle, meaningful way.

I addressed this by developing a simple one-colour logo that could be printed, stamped or embroidered consistently across applications. Rather than relying on literal coffee references, the focus was on creating something refined and distinctive through typography. I modified the Futura typeface to create a taller, more vertical structure, introducing a subtle lift through the treatment of the ‘i’, where the tittle is raised and slightly angled. This small detail brings the idea of “lift” into the mark in a clean, understated way, while referencing the geometric structure of the overall form.

The result is a simple, versatile identity that maintains a premium feel while remaining practical to produce, and works consistently across packaging, merchandise and brand materials.