True North Coffee Roasters
Explorers of coffee
Personal Project
True North is a coffee franchise that originated in Washington state, but has expanded across the west and north-east coast. With their love of camping cultures, True North embraces the morning ritual of having a cup of coffee before a hike.
Having an outdated logo design, our objective was to design a new logo and brand identity that spoke to True North’s clients but also embraced their love of camping, hiking, and morning rituals all within a three month period before their relaunch.
invoking the morning ritual
True North specializes in roasting several flavors of coffees, sourcing beans from around the world to make both single origin and blended coffees. After discussing with the owner, we decided to avoid coffee bean iconography as much as we could. Instead, I emphasized stars, compasses, the cosmos, anything that invoked the spirit of traveling (i.e. north star).
Like many coffee roasters, once True North receives their shipment, they roast each one at different temperatures to achieve wildly unique flavors.
When I spoke to the owner of True North about what inspired him to start his business, he spoke on the childhood camping trips with his father and grandfather. They always had some goal, a destination, and every morning began with a simple cup of coffee. He wanted to bring that same ritual to others in honor of his family’s legacy.
That’s when I landed on the compass, an icon to represent direction, but kept it within a black hole to embody space and exploring the unknown.
Giving coffee lovers direction
