OUGD503: 99designs//Purity Coffee

I have decided to participate in some 99design contests. As I have interests in branding and logo design - one brief that stood out to me was a Purity Coffee logo. The Brief: 

Name to incorporate in the logo: Purity Coffee

Slogan to incorporate in the logo: The World's Healthiest Coffee

Description of the organisation and its target audienceL At Purity Coffee, we create the world's healthiest coffee.

There are many widely researched and generally accepted health benefits - and health risks of coffee. What most people don't know is this; The Health Benefits of coffee can be greatly enhanced – and the health risks of coffee can be greatly minimised – through conscious sourcing, processing and roasting.

It turns out there is a REAL health difference between the best quality coffee and low-quality coffee. And further, many factors from the soil, when the bean is picked, how the coffee is PROCESSED, transported, the roasting process and its freshness are just a few of the things that will determine, to a great extent, whether or not it’s good for you or bad for you.

Working with some of the world's leading experts, we've identified 27 separate steps for making coffee healthier, which is the formula for Purity Coffee. To our knowledge, no one had ever brought this much consciousness to enhancing the health benefits of coffee.

Our target market is health conscious coffee enthusiasts - and our brand may sky slightly female.

Our coffee is sourced in the Hunan province of China, so we envision a brand identity with an Asian flair (but not too literal). Think Zen… Minimal… Beautiful… Tranquil… PURE.

Industry:Food & Drink

Thumbnail Sketches: 

I began on my first initial ideas, focusing on the name 'pureity'. I will primally focus on creating a clean minimal logo to emphasis the brand being the 'purest' coffee' on the market. As well in the brief it states "Think Zen… Minimal… Beautiful… Tranquil… PURE". I then took these ideas into illustrator. 

Final Logo: 

Here is the final logo I have chosen to enter to 99designs. I used Aleo as my chosen font it is a contemporary typeface designed as the slab serif. Aleo has semi-rounded details and a sleek structure, giving it a strong personality while still keeping readability high. I am happy with the overall look, I think it fits the brief creating a logo that is "Zen… Minimal… Beautiful… Tranquil… PURE". The simplified coffee bean works well.