Pilgrim Coffee Branding

Pilgrim Coffee was one of Tasmania's premier coffee houses, owned and operated by former Australian Latte Art Champion Will Priestley. Serving a constant stream of regulars and drawing aficionados from across the country, Pilgrim Coffee became a destination well-known for its reverence of coffee.

What would a religion of coffee look like? Building upon a brand marque and logotype by Tom Fitzgerald and repurposing 19th-century illustrations from a Benedictine Abbey, I created a new brand identity for Pilgrim—fabricating a religion dedicated to coffee.

Illustrations were carefully selected and re-worked to replace elements of religious iconography with coffee apparatus. Minute coffee details are hidden throughout the illustrations, leaving customers new elements to discover each visit.

Unfortunately, Pilgrim Coffee was destroyed by fire before the brand roll-out.