His Legacy Coffee

The main thought that guided the colour palette was to firstly stray away from black & white, in the Pretoria area, in an era where there is a coffee shop on every corner - clear differentiation from nearby competitors is important. With the key messaging for the brand being "Engaging Community" - colours that evoked a safe, welcoming & zen space but still allowed for pops of fun / colour were carefully curated and refined.

Bold. Certain. Inviting. Intentional.

These were some of the keywords making laps around my mind as I explored the typography that would establish itself as the brand's logotype. It had to be bold but not overpowering in its feel, but at the same time the logotype needed to be welcoming and zen. Understanding that this would accompany a heartfelt tribute illustration, the logotype would need to balance certainty with an understated boldness to allow the illustration to have its moment as the key visual while also being strong enough to stand on its own.