The Challenge
While the first logo was functional and had a clean foundation, it left room for more personality to better reflect the brand’s identity. For a business with such high-quality products, it deserved more. The team desired a logo that communicated serenity and positivity while honoring their founder, Jeremy Florida. Jeremy’s lifelong love for music allowed him to realize that great music, like great coffee, is deeply complex when consumed in its purest form. The team wanted customers to experience that purity not only in their coffee, but in their interactions with the brand, too.