The new identity system for Red Eye Roasting Company serves to communicate quickly and efficiently to the public what the company offers—superior coffee that energizes and invigorates the individual, as well as a physical atmosphere that does the same.
The renaming of the coffee company now demonstrates the revised business model. First and foremost, the company now sources its own beans and roasts them at its local facility. The second main revision is that the company’s three stores will be open the majority of the day and night, to accommodate consumers’ around-the-clock, 24/7 lifestyles and demands. At the same time, each location is also an inviting spot where one can relax and savor a drink. The locations aim to be popular not solely for the coffee but also for the atmosphere and attitude. The company aims to maintain an environment where people connect with one another from sun-up to sun-down.
The primary mark’s read, above the wordmark, is a rising sun. Upon closer inspection, it is apparent that the gap in between the two semicircles causes the graphic element to form an eye. The sun is representative of the all-hours characteristic of the stores, as well as representative of the energy and light that morning brings. The open eye plays off the idea of energy, by means of caffeine consumption and also through nourishment of the company’s food. The primary colors that make up the logotype are uplifting and reminiscent of the sky during a spectacular sunrise or sunset.
The process included mind-mapping to develop the brand strategy and influence the brand elements. To the right is an initial sketch of the logo.