The Key to Coffee

I was asked to create a logo for coffee author and consultant, Scott Rao. He travels to hundreds of coffee shops a year to advise, so he's seen his fair share of hideous coffee shop logos. He didn't want to incorporate any coffee imagery in his logo, but after several iterations, we were able to bury the lead. Tucking a tamper and a coffee cup into a key.

You can see it in action on his website here: https://www.scottrao.com