PUBLIC ESPRESSO + COFFEE
BRAND IDENTITY - Coffee nerds. Experts but not snobby about it.
COLOR
The brand’s primary colors - white, black, and red - are used in logo lockups and other forward-facing materials like websites, social media profiles, signage, etc.
Secondary colors are utilized in supporting materials like product labels, social media graphics, and in-store artwork.
IDENTITY
The initial inspiration for Public’s brand is rooted in Soviet propaganda. The name ‘Public’ came from the term public houses, which were community gathering spots before cafes and restaurants existed. Like the propaganda that inspired it, the logo displays a sense of strength and confidence.
Rather than identifying as “Coffee Snobs,” we described ourselves as “Coffee Nerds.” This lent itself to the idea that we were knowledgeable and approachable.
The logo received a refresh in 2016 in collaboration with Block Club. Since then, I have developed brand standards and new implementations for the various logo lockups, wordmarks, and brand marks.