To give off the vibe that is simple, friendly
and inviting yet provide the service of a high-end coffee shop
Cuppa is the coffee shop I would make if I were given the chance to have my own shop. I envisioned the atmosphere to give off a vibe that is simple, friendly and inviting yet provide the service and offer up knowledge of a high-end artisanal coffee shop. The goal is to provide a design solution that both serves the approachable atmosphere of the brand but still have a presence that is bold enough to stand out on its own.
While I want my imagined coffee shop's ambiance to evoke a sense of comfort of a neighborhood coffee shop, I want to reinforce that with the design of the logo to be a simple and bold logotype that didn't have any illustrations about coffee. Instead chose to have a bold, red underline that catches your eye as well as be enough to be able to stand on its own as the secondary mark.