Branding | Fortuna Coffee

Create a brand identity for a new premium coffee bar called ‘Fortuna’ that just opened up in sunny California. They have their own local coffee plantation and operate in an eco friendly & sustainable manner, with no nasty pesticides. Just organic coffee that doesn’t travel miles, keeping carbon footprint and emissions low.

We are looking for a typographic approach to the main logo design we also want to feel premium by using muted tones instead of vibrant. Feel free to explore the use of words cafe, bar and espresso but is not necessary.

I started by conducting some competitor and market research on coffee brands in California and the two that stood out to me were Ritual Coffee and Blue Bottle Coffee.

Here I started to explore what the brand might look and feel like with stylescapes. after creating 3 variations I chose to go forward with the direction of Stylescape 2, as the blue and gold tones are modern, premium and inspired by the environments we live in.

For the business cards I wanted it to show the elegance and premium feel of the brand so I opted for gold foiling on the logo and also as a frame on the back. For the coffee bar sign I’ve used traditional materials in a premium way. The solid black wood or slate slab with the engraved logo and gold gilding, as opposed to any neon led lights typical of stores today, that’s not the vibe for Fortuna.

I then moved on to show how the branding could work across products that would be found in branch, such as cold brew coffee and ground coffee beans for customers to have their favourite cup at home on a weekend.

The final products I created for the brand are reusable drinking vessels, to avoid the paper cups that are not environmentally friendly or easily recycled.

Instead, Fortuna offers an insulated frosted glass bottle, a double-walled coffee cup with a lid for hot drinks on the go & a thermos flask where the lid can be used as the cup. Each comes packaged in a recycled cardboard tube that can be recycled again, or used in the home for storage.

Each time a customer brings their cup, flask or bottle they are rewarded with 1 point in the Fortuna rewards app. After collecting 10 points they can redeem their favourite beverage for free as a thank you from us for being more sustainable with their habits.