Split Shift Coffee Co.
Branding a coffee company from scratch
Brand NamingBrand VoiceBrandingEnvironmental
When we were asked to build a new coffee brand from scratch, what took shape was an identity that raised a mug to the no-nonsense, hardworking, caffeine consumer. To the late night laborers and the early morning risers. To the weekend warriors, moonlight managers, and swing-shift soldiers. To the ones who deal in expertise and elbow grease.
![](/imager/uploads/Work-Images/1537/SplitShift-Logobar_391205638df030e43ab5d8304a07e576.jpg)
When it came to naming the brand, we didn’t just write a winding list of possibilities. We created a narrative that would belong to each one, a story that would begin to craft the brand experience. Split Shift was born from the idea that a hard day’s work is a little easier with a good cup of joe.
![](/imager/uploads/Work-Images/1544/SplitShift_2018_Pattern_Tonal_LionTan_391205638df030e43ab5d8304a07e576.jpg)
![](/imager/uploads/Work-Images/1545/Copy-Left_391205638df030e43ab5d8304a07e576.jpg)
![](/imager/uploads/Work-Images/1546/SplitShift-Badges_391205638df030e43ab5d8304a07e576.jpg)
Beginning with an understanding of the market, we drafted logos that would carry this idea through each iteration. The lioness, one of the hardest working animals in the world, was a natural starting point. We wanted a logo that worked as hard as the brand to hold up a legacy of diligence and discipline through each package, sticker, and t-shirt.
![](/imager/uploads/Work-Images/1559/splitshift_photogroup1_391205638df030e43ab5d8304a07e576.jpg)
After we named the brand, crafted the narrative, and designed everything but the bean itself, we were left with a complete brand experience that delivered exactly what our audience needed. Simplicity. Consistently. Without a fuss.
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