Joe Coffee Company – New Brand Identity Launch

After nearly 20 years, Joe Coffee Company crafted a new brand identity for the company. From chocolate wrappers to cafe signs and newsletters to tap handles, I developed the marketing collateral and café hardware for the brand. With a goal of solidifying themselves as New York's neighborhood coffee roaster, we drew on both the new identity as well as parts of the city that spoke to the Joe Coffee brand and life in NYC, leveraging the punchiness of the new typeface, mark usage, and bringing their iconic bench to the forefront.