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Our assignment for this project consisted of branding a company of our choice. I chose the rebranding route and redesigned the logo for a franchised coffee company known as "Bad Ass Coffee."
"Bad Ass Coffee" has such a unique name and unfortunately, the current logo does a poor job of living up to that name. This coffee franchise started in Hawaii and still to this day brews and sells 100% Kona coffee. With that in mind, I researched Hawaiian culture, the Big Island, and what coffee farming looked like in Hawaii. From the design aspect, I approached this project with one thought in mind — it, obviously, needed to be badass.
Inspired by Saul Bass and Russian Constructivism, this company's branding was brought to a whole new level. The donkeys of Hawaii used to help farmers carry beans up and down the mountain. Due to their large impact made in coffee farming, the donkey had to be kept in the new and improved logo, and what's more badass than a donkey riding a surfboard? Paired with the donkey on the surfboard is an Emigre typeface titled "Blockhead," which does a wonderful job of giving off the aesthetic this coffee shop needed.