The Objective

Roasted is a new coffee shop and restaurant located in Chandler, Arizona. The goal was to create a warm, comfortable environment with a modern and trendy flare. We were approached by Roasted to create an identity that is visually appealing, memorable and reflects the company objectives.

Our Approach

We initially started to map out some words that are associated with “Roasted” and “Coffee” to help us envision different angles we can take the identity. By writing down every word that came to mind we were not limiting ourselves to any potential ideas. Words that stood out were “fire” and “coffee bean”; by meshing these two symbols together we came up with the direction we wanted to take the logo.

The next step was to choose a font that would give a modern feel to the logo that complimented the direction the business wanted to take. We decided to go with two different fonts, Qlassik Bold was chosen for the word “Roasted” and Acens was chosen for the word “Coffee”. The two fonts together created a balance and unity that was a prefect fit for the logo.

Everything looked great in black and white, so the next step was to create a color pallet. Since the company wanted to give its customers a warm environment, we decided to go with warm colors. A rich dark brown and a deep maroonish red were chosen.

The Result

The client was very pleased with the way the logo turned out and has incorporated the same style in the interior of the restaurant, and all other marketing materials.