JOLLY

Concept identity · Specialty coffee · 2023

Goal

Serious coffee, no solemnity: an identity that takes the coffee seriously without taking itself seriously.

The brand

JOLLY is a brand I invented: specialty coffee to drink on the go and take home. The rounded lettering brings the good mood; dusty pink and toasted brown bring the warmth.

What the identity includes

• Logo and its versions.

• Colour palette and typography.

• An origin card for every bag: origin, variety, process, altitude, roast date, tasting notes and recommended brew method.

• Four patterns built from the brand: waves, beans, logo and dots.

• Packaging, tote bag, shop sign, merch and website.

• Usage guidelines.