The dream was for Lodge Coffee to have a rustic / modern feel.

Finding the perfect blend between a tranquil cabin in the woods, and a simple, modern big-city environment was the first step. Our team came to rest on the idea of a lone tree surrounded by a circle.

The tree and paintbrush strokes represent the rustic lodge side of the coffee shop, promoting a serene, laidback workplace.

Creating the tree in only 4 lines, with a single circle around it, pushes the simplistic and modern idea behind the shop.

One of the most exciting parts about branding Lodge Coffee, was creating the logo. Lodge's logo had to communicate the rustic / modern feel that the coffee shop had attached to it.

It was time to get physical. Paintbrush in hand, Ben painted, stroke after stroke, until he had covered the entire canvas. Illustrator helped vectorize the strokes. After vectorizing them, he manipulated the shapes to create the tree and circle.

Our team worked together to make a ten-minute prototype. We then created the real version based off of the prototype.

The coffee sleeve was created by placing the logo, textures, and other elements into an illustrator template. The sleeve was printed, cut out, and wrapped around the cup.

The photographers, Hunter and Izzie went to the coffee shop to get a general view of the store and took photos of every angle for Ben to work with.  There were a couple of angles that needed to be reshot, so Izzie went back and took more photos of those specific angles.

Ben recreated the menu, and set out to integrate the logo into the photos in every way he could think of.