Amber Coffee Roasters – Conceptual Brand

This was a conceptual design brief from my class at briefbox.

The brief

What is the name of your company exactly as you want it to appear on the logo? Amber  

What does your company offer? We are an independent coffee roasters based in Brooklyn, NYC and we provide the finest coffee beans imported form verified and sustainable sources  

What is your company’s tagline (if any)? Honest coffee house  

What are the deliverables required? Logo  

What is the target audience for your company? Coffee lovers which is quite a few different target audiences! But the majority of our customers are young busy professionals.  

Who are your main competitors? https://www.reminyc.com/  https://hutchandwaldo.com/  https://felixroastingco.com/  https://www.astoriacoffeeny.com/  https://www.cultureespresso.com/ 

What sets your company apart from your competitors? I think the family aspect, we’re proud of being family run but also we take the time to get to know our customer base  

What values do you want your brand to convey? Honest, Independent, ‘Current’ and on trend, Like family run and authentic but down with the cool kids and know what’s going on kinda thing  

What are the specific details needed in the logo? Main type – ‘Amber’ Then ideally our tagline below or around, could add some small details like ‘midtown NYC’ or our founding date – 1987  Do you have any color preferences or existing brand colors that need to be used? Open to suggestions but bright bold, strong  

What adjectives should best describe your new logo? Engaging, eye catching, we like some of the custom type or crest stuff shared in our competitors  

What is the overall message you want to convey with your new branding? That we are an honest family run and friendly coffee house who cares about our brand and visuals as much as we do coffee. We want it be modern, on trend and stand out from the crowd  When do you need the project completed by? 

Is there anything else you would like us to know? Feel free to use custom type or crests or badges! We like those styles

The brief expanded to include a brand roll out of packaging patterns, coffee bag and loyalty card.

Mood Board and Initial Ideas

I started off with a hand drawn logo, a A in the form of a carafe and various other inspirations from the moodboard I had created. Eventually settling on a slight tweaked bold A for the main logo with a straightforward sanserif typeface and an interpretation of the iconic Brooklyn buildings as background, incidental imagery. The colours were inspired by Amber’s warm yellow/orange and the browns of delicious coffee!

Figma moodboard for logo