NEW SWEDEN LOGO & BRANDING | 2016 | NEW SWEDEN COFFEE ROASTERS
The owner wanted something bright, bold, and simple that stood out from the typical earthiness and rustic textures of other coffee brands.
Since New Sweden focused on the power of the roasting process, I imagined a coffee cup pouring out liquid steel like a huge foundry cauldron.
The owner of New Sweden Coffee Roasters asked me to put together a logo that emphasized roasting over the typical brewing or serving of coffee. The company’s philosophy of Scandinavian-style light roasting along with a tongue-in-cheek dose of Viking heritage transformed the humble coffee cup into a mighty, roaring Viking coffee forge. I used a bold, deep red and bright white to provide simplicity and contrast, as well as a classic sans serif typeface to keep the look timeless, professional, and unobtrusive.