C L I E N T
BeanGenius is an algorithmic coffee subscription that recommends coffees based on users’ previous coffee ratings.
It’s Pandora, for coffee.
O B J E C T I V E
Craft a brand identity* that is aesthetically disparate from others in the space, targets male customers, and resolves the paradox of exclusive yet approachable.
Extend brand to packaging, site redesign, social media, blog content, marketing, and other collateral as-needed.
*Preexisting logo mark by Paul Novoa
C O N C E P T
In a space saturated with earth tones, we claimed the untapped color of, as we call it, Toasted Caramel accompanied by a 70 / 30 balance of black and white, respectively. This trifecta exudes the elegance and refinement desired by the founder, and the prominence of black contributes to the masculine feel without excluding peoples of all gender.
The use of such a familiar and unthreatening font allows the brand to feel approachable, as BeanGenius intends to be the one specialty coffee company to whom you can comfortably ask questions and from whom you can learn. All copy is written as a witty, personable human with an elaborate (but not pompous) lexicon.
E C O M M E R C E _ S I T E
