Brand Identity - Hug A Mug (Coffee Shop)

Hug a Mug: a local coffee shop looking for its own visual identity, with over 7 years of business and a boom in post-lockdown customer traffic. The owner, a badass, wanted something that combined the cozy, safe environment with her own desire for a more "dark academia," "apothecary-esque" aesthetic in a logo design; from a "mothers and kids" demographic to a cool, breezy "age 20-40 coffee lover" crowd.

This project required more of a focus on black-white contrast and play, with illustrative elements driving it more than typography. Our weekly moodboards grabbed from old Americana badges and stamps for cigarettes and other collectible packaging, to the chandeliers and plant-life in the shop itself. The final "character" became a sort of mysterious figure, a "coffee goddess", watching calmly over a place of warmth.