Goodfellows Coffee

The Creative Process

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Design Direction

Goodfellows is rustic coffee shop based in Long Beach, California. The brand image is simple, neutral, warm, and friendly. Font selection was for a thin simple font, with elegance. Variations were added.

Creative Process

Started this process with text in a simple horizontal format, added arc. Tried symmetrical GF. Tested logo with a smile embedded into a cup of coffee. Several mockups to seel the moods of each style.