In 2018, the owners of Kaifex Coffee Roasters approached us with the idea of starting a cold brew coffee festival. Much like a beer festival, festival-goers would have tasting tokens and an opportunity to vote for their favorite still & nitro cold brew coffees. They needed branding, posters, and postcards for the event.
In the logo, we focused on a few key points. It needed to communicate both "coffee" and "cold" and be wearable, versatile, and memorable. One of the challenges we faced was how to say "coffee" without saying "hot coffee". For this, we went symbolic rather than literal. The "fest" font resembles the "Frigidaire" font, just enough that it conjures up the memory of a refrigerator without being overt. The wavy lines are beverage-esque and in color allude to coffee and water - a key ingredient in successful cold brew, as emphasized by the client. Brown and light blue were obvious color choices with blue representing "cold" and brown representing "coffee".
In addition to the main logo, we designed a supplementary badge logo using a pentagon, where each of the five sides represents a basic element for evaluating coffee (remember that for later!) and key element for coffee quality.
We created simple postcards and posters to clearly communicate key points of the festival at a glance - description, time, date, location, website.
To help with the voting process, we proposed that festival goers be presented with a rating guide upon arrival. The guide outlined the five key elements of evaluating coffee and gave users an opportunity to rate each coffee at the festival based on those elements. We felt this would be educational for voters and aid them in choosing their favorite more easily.
Cold Brew Fest is now equipped with brand guidelines and easily adapted templates for various printed pieces, useful for keeping design costs low in their future. The first festival was a success, and we look forward to supporting Cold Brew Fest for years to come!