West Lou Coffee Branding

Overview:

This branding expands the existing color palette to provide more versatility and storytelling, emphasizing more importance on celebrating Black culture, connecting back to roots in African culture for a broader reach, but also still grounds itself in the West Louisville location. This builds a branding system that showcases symbols that represent universal human values from historic African textiles, art, and Adinkra symbolism.

Logo:

In Adinkra symbolism, 3 concentric circles represent leadership, charisma, and strength. The symbol urges you to take responsibility, develop leadership qualities, and strive toward becoming your greatest. It is considered the Mother of all other symbols in the Adinkra clan. 

By the combination of the arrow, always pointing West (to represent West Lou), we create a distinctive bullseye that represents precision of craft, and focus. The arrow represents energy, excellence, dedication, and by the arrow breaking through the target, exceeding expectation, connecting back to the resilience of “Westendians.”

The hand-drawn approach to the letter form visually captures the friendliness and inclusivity of the brand and the L ends on an arrow pointing west as well, so that the wordmark on it’s own still carries that dedication to its roots.