GHOSt ROAST BRAND identity
full visual brand identity for a fictitious coffee roasting company
The Ghost Roast brand was a college assignment turned passion project,. Inspired to create a cozy, homey brand identity full of personal details, we built this fictitious brand into a coffee roast fans are dying to try for real.
THE
PROCESS
Initial Concept (circa 2020)
This project began as a class assignment: make a logo for a fictitious coffee brand. It quickly became a favorite of mine, as I love to create clever nods to things, especially in negative space.
As the years went on, I gained real-world experience, and I quickly realized that this logo I had loved was really a “low hanging fruit” concept. Can you blame me though? I was 20.
I challenged myself to design not only a new logo, but a full brand identity built with the same intention I bring to my real clients every day.
Because this was a passion project for a fictitious brand, I went light on the market research and just honed in on an audience I thought would utilize the projects: homebodies in their 20s and 30s.
I figured they like to minimize their spending on coffee shops and instead, prefer a quality cup of coffee made at home with their own espresso machine. They likely have a cat, and prefer to spend an afternoon in with a cozy blanket and a good book.
With those attributes in mind, I built a moodboard and got to designing.
Moodboard
Sketches and
Digital Exploration
logo suite
supporting brand assets
