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Wicked Joe is a coffee company based in Topsham, Maine. They are certified B-Corp, meaning they use the profits of the company to give back to the planet and the farmers who grow the coffee beans.

​Starting with the logo, my solution focuses on the beans. While you can drink coffee in many variations, it all starts with the beans. Given the shape of the beans, I incorporated it as the letter “o” in Joe. This clean and simple approach is bold and easily read.

The brand was extended to the stationery with a pattern applied to the inside of the envelopes and the back of the letterhead. I next created a coupon to be included in online orders to keep customers loyal to the brand by offering a 20% off coupon code for their next online order.

Lastly, the new brand identity was applied to packaging. In keeping with their values, I selected a biodegradable package with brown paper and wax lining. The brand identity color palette and identity integrated well with the textured brown paper.