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Hello Joe

For this client, I was tasked with creating a logo and brand identity for their new coffee trailer. Deliverables included a primary color logo, a black and white logo, brand guidelines, brand language, a menu, stickers, and stamps. As a business operating completely out of a 70s Airstream trailer, the initial brief emphasized words, like happy, playful, and approachable.


Hello Joe's slogan, "spreading love and happiness one cup at a time" guided the direction of this identity, not only by establishing a tone of voice but by showcasing the mission of the brand. Knowing this, I felt the brand should feel optimistic and fresh, while also drawing inspiration from the 70s trailer. The client expressed wanting the sun and sky to tie into the identity which gave me a clear vision of how to approach this project.


   
Moodboard

The mood board includes initial inspiration for color palettes, retro graphics, type specimens, and visual motifs. Collectively, these feel aligned with the energy of the brand and solidified the initial concepts for logos and brand identity.




The Logo

The process for this logo unfolded with ease, as the initial creative brief was thorough and specific. Having such a strong set of values from the start, the Hello Joe ethos guided this process in a pointed direction. As previously mentioned, the client wanted to draw inspiration from the sun and the sky. This manifested in the yellow and blue color palette, as well as the shape of the logo.



Process

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@hellojoenyc


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