coffee house logo

This is a concept logo for a coffee shop. I was inspired by linocut and southwestern US design concepts, as seen in the lizard shape as well as the detailing. I wanted to capture a playful, down-to-earth feel in the typography, which was hand drawn and detailed. I want to challenge hyper modern and clean design with more traditional, physical mediums and feels. This design was done in procreate and Photoshop with gritty brushes and free hand sketching.