Grounds for Good is a fictional company for which I developed an identity system. It is a custom coffee shop that has a composting program. The mission is to provide a great coffee experience while helping the community and planet. I developed my logo by combining shapes and fonts that best represented the company.
I developed my logo ideas using five different categories: wordmarks, letterforms, pictorials, abstract, and emblems. I combined shapes and fonts that best represented the company. Classmates then helped me narrow the list down to the strongest marks. I decided to create a secondary logo using a character. I researched what lives in gardens and decided that a worm would best fit the brand.
Using the same line weight and shape as my logo, I created pictograms to use in the coffee shop that will provide information and help customers locate various spaces.
I developed three variations of coffee bags. The variations are for the different roasts. The design is meant to be simple because it is used to not only carry fresh coffee grinds, but also to bring back used coffee grinds for the company’s composting program. The company’s mission is summarized on the side, and all additional information would be placed on the back. The bag is compostable and resealable.
I developed versatile shoes as part of the employee uniform. I chose to use a shoe that was comfortable, non-slip, and water resistant because employees will be working both in the coffee shop and in the onsite garden.
