Branding Identity for Daily Grind Coffee Co.

In this project I was tasked with creating the logo and brand Identity for the fictional coffee company, Daily Grind. The problem at hand was finding a design solution that communicated the company's rugged, no-frills ethos and working class background. My attempt to solve this included a logo and wordmark crafted towards representing the industry of Detroit via gear cog imagery and utilitarian signage. I created mockups to visualize the final identity and show how it may be implemented in products for the brand.