Coffee Kitty Co

The starting point of the project was to fully embrace Coffee Kitty Co’s grassroots origin story, mapping competitors to carve out an open visual territory that is warm, tactile, and slightly irreverent rather than predictably minimalist. From there, a flexible and unified identity system was developed around a stylized kestrel bird mark and a custom wordmark.

To ensure the brand held up across all applications, the primary cat mark was simplified into clean shape groups, allowing it to maintain strong legibility even at very small sizes, like a two-inch cup lid or an embroidered cap. Alongside this, the system introduces distinct accent colors rather than heavy text to sort the different coffee origins, empowering regulars to easily "shop by color" from memory on a crowded retail shelf.