Icon concept
When the right shape was found for the icon of the brand, the mission goes on to found the typeface that is most effective to combine perfectly with the icon. Down below there is a selection of some typefaces that could represent the experience of drinking coffee, this could represent flavour and simplicity.
Color research
What noticed was that the color of all coffee logos have an association with the smell, the color and the taste of coffee. This has an impact to associate with the experience of drinking a nice cup of quality coffee.
The research for fairtrade, biologic and health logos is similar the color use for coffee logos. The most of the logos from the research are in two-tone designed, green and white. The color use look very confident and genuinely.
From the color research that is shown above there are two final outcomes that are used for the logo design. The first color combination is more the experience of drinking coffee and the second color combination is representing the fairtrade experience.
Brown/ creme: the color of the experience of drinking a nice cup of quality coffee.
Green/ white: the color of recycling, biologic, confidence and genuinely.
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