The Joe

Branding Design

The Joe bases its identity on the passion for making coffee beverages. Specialty coffee requires exceptional care and that means not only the beverages but also the environment. The Joe tries to evoke warmth through their service and share their love for this hobby. Its name comes from the common name for coffee: a cup of joe.

Coffee culture is vast and I share a passion for making coffee. When I started learning about making coffee, what fascinated me the most was the tools used for a simple beverage. So much thought goes into each piece of equipment and ingredients to make the perfect drink.

I thought, what better to illustrate this passion other than the process of making coffee? The Joe is the perfect name and shape to turn into a logotype that looks like an espresso machine. The letter “O” was also in the perfect spot to turn into a portafilter, the piece of equipment for espresso-based beverages.

The brand identity focuses on elements that surround coffee making. Their colours are based on the shades of roasted beans, and its warm tone makes the brand inviting. Other tools are illustrated creating sets of equipment that are iconic to not only coffee but also to The Joe.