Infusing personality into a brand is a powerful way to create a lasting impression. Keeping this in mind, 13th Floor Coffee Co., a London-based specialty coffee company has rebranded recently with a playful and versatile visual identity, capturing the essence of the coffee company’s unique charm. Let’s explore more about this cheerful and energetic identity.
A Vibrant Brand for a Unique Concept
13th Floor Coffee Co. was launched by the team behind the Dorset music festival End of the Road. The coffee company operates coffee trucks in London neighborhoods and at music festivals, sourcing high-quality beans from a historic roastery housed in a former World War II bunker.
The concept behind 13th Floor Coffee Co.’s visual identity emerged from the intriguing notion that the ’13th floor’ is often omitted in buildings due to superstitions. Process Play, the design studio behind the new identity, aimed to reflect this mysterious and unconventional nature while presenting the coffee company as an exceptional and psychedelic experience.
Psychedelic and Organic Design Elements to Connect with Customers
At the heart of the new identity is a friendly illustrated coffee cup character created by Dan Jamieson. This cheeky character adapts to various poses, infusing life into the brand. Complemented by cuddly and approachable typography, the identity exudes a sense of fun and relaxation. Paired with roughly textured, distorted typography, the character gives the identity a handcrafted, whimsical feel meant to reflect the organic nature of coffee.
The typography is highly versatile, rearranging in different ways across applications to add energy and movement. Vibrant color palettes inspired by modern psychedelia, along with copy like “See You Later Elevator,” complete the lively and lighthearted visual style.
Bottomline
Overall, the playful designs invite customers into 13th Floor Coffee Co.’s unique world. The iconic and versatile identity presents the brand as fun, approachable, and just a bit strange—like its namesake 13th floor. By tapping into the brand’s quirky concept and focusing on character, color, and creativity, Process Play designed an identity as memorable and energetic as 13th Floor Coffee Co.’s coffee.
