The assignment was to redesign a logo for an existing business. I chose Boomtown Coffee, located in Houston, Texas. The company name comes from the oil industry that earned Houston the nickname “Energy City.” My goal was to visually communicate the creative comparison that coffee is fuel, just like oil.
Approach
I chose to explore the oil barrel and coffee mug in a forced connection that emerged from over fifty conceptual pencil sketches. Coffee and oil share visual similarities and mental associations of liquid energy. The barrel of crude oil also acknowledges a local community of 250,000 employees working in Houston’s energy industry.
Results
The project was well-received during the final presentation and met the assignment’s criteria for further application to brand extensions.
