The Coffee Lab Brandmark

The Coffee Lab was formerly branded as "Second Crack Coffee Lab". This, if you are an aficionado, is a coffee roasting term. It would have been pretty great as a double entendre if it weren't for the fact that it was located in Rock Bay--an area known by locals to be a seedier place. Having crack as part of the name THERE wasn't a great way to make a positive splash on the PR side of things.

I thought the Lab idea was great though, and suggested the owner double down on that concept. He did, adding roasting experiments to the menu, and setting up chemistry equipment around the cafe too.

We kept steam in the shape of SC to allude to the previous name, and otherwise pushed a pretty clean icon-based design that took off much better in the area.