PROJECT

Art Direction, Branding, Logo Design, Web Design

DESCRIPTION

Jeremy and Ryan dreamt of building a visual brand that embodies the heart of hospitality in the specialty coffee industry. While they were dreaming up what it could be to inspire, connect, and empower everyday moments, Jeremy and Ryan approached me hoping to update their brand's visual identity. They were embarking on a risky pivot in the Created Co.'s direction as a company. I was tasked with leading the charge on directing and reshaping the visual brand.

About the Logo

This logo mark is a representation of something new while paying respect to the past. Here are a few neat things about the new logo:

Cup and crest. History is important to all of us; it shows us where we come from, and the power of innovation in bringing us to the present. The logo’s crest honors the ancient art and science of ceramics; a craft passed down through generations all the way to us today. The cup is a nod to our own brand history, calling back to our roots when mugs began our journey as a business.

Dropping extra weight. Dropping "the" from the original name, but keeping "Co."—to be simply Created Co.—allowed them to simplify the brand moving forward, while retaining the suffix that honors many manufacturing greats that have come before: Levi Strauss & Co., Hershey Co., Crane & Co., etc.

Specialty coffee at its best: #forthecreators.

Jeremy and Ryan are hospitality people, through-and-through. Both coming into the business world by way of working in fine dining, everything they do is about enhancing the way people gather and connect. Out of this heart, they made their way into specialty coffee.

"One year ago we exhibited at [the specialty coffee] Expo for the very first time. We learned that in order to better serve our customers, we’d need to develop small wares and reposition the brand for the makers and creators in specialty coffee."

After working with Jeremy & Ryan through multiple rounds of concepts and iterations, we landed on the crest/cup mark that embodies the ethos of what Created Co. is: a hospitality company that thrives on the vision of the creators. With the new brand materials we developed, Jeremy reflected on their experience:

"One year later, we came back [to the specialty coffee expo] bigger and better than ever - with a beautiful brand, a beautiful booth, and beautiful products. It’s a brand we’re proud of and that we feel truly reflects the values of me and Ryan as founders."

Created Co. Website + Mobile Site