Objective
The goal was to develop a comprehensive visual identity for Bitter + Sweet, a craft coffee destination that harmonizes traditional roasting expertise with modern, approachable warmth. I aimed to create a brand that feels both premium and approachable, capturing the nuanced flavor profile of high-quality coffee through a sophisticated, minimal design that rewards the viewer's attention.
Approach
The design centers on the "double-read" principle, reflecting the intrinsic duality of the coffee experience: the deep, intense "bitter" of a dark roast and the bright, "sweet" notes of high-quality beans.
I constructed a monogram on a strict mathematical grid to ensure timeless scalability. The resulting mark is a geometric heart that rewards closer inspection by revealing the brand’s initials: a rigid, structural 'B' on the left and a fluid, open 'S' on the right. To avoid the cold, industrial aesthetic common in modern cafes, I opted for an earthy palette of Espresso Brown and Sage Green. By pairing the sharp geometry of the logo with a friendly, rounded typeface, the identity achieves a "modern craft" feel that is premium yet deeply human.
