Joe’s Coffee began as a logo and brand identification project for a neighborhood coffee shop. It was expanded to include marketing strategy, retail store signage, product packaging and an Adobe XD website with e-commerce capability.  Joe’s is a friendly, “neighborhood” coffee shop where you feel the personal connection to the owner, Joe, and the baristas who work there. Joe’s hosts community events and donates a portion of e-commerce receipts to the local boys and girls clubs. Joe’s offers an in-store loyalty program and an e-commerce coffee subscription.  

Joe’s logo was created with a coffee ring (creating the “J” for Joe’s), plus a “handwritten” font.  Together they communicate the folksy-warm feeling Joe sought to convey.