A clever and artistic blend of two elements forms the logo. The first is a waterfall - which coincidentally represents one of the many sources of water - and the second is a spilt coffee cup. These two elements are merged seamlessly to form the logo, with visual elements representing both coffee and water as well. The logo is designed with an engraved look to enhance the overall effect, while the visuals are treated with a graphic style.

The concept developed revolves around LIFE itself. Just as water is the source of life for mankind, coffee is the source of life for coffee lovers worldwide. For instance, it is well-known that the first cup of drink after waking up in the morning - for many in the world - is a cup of coffee, while it is also the last cup of drink before going to bed. In between, whether for breakfast, a morning meeting, an afternoon meal, an evening date, or a night out with the family, coffee seems to be an integral part of all these gatherings and therefore, a part of life itself.

Overall, '2nd Water' presents a personality that is innovative, intriguing, clever, clear,engaging and CONNOISSEUR making it appealing to a wide range of consumers, particularly those passionate about coffee and creative branding approaches.