When the guys over at Coalition Coffee approached me about a rebrand, I was ecstatic. I love helping brands further develop a voice for their vision.

The original logo for Coalition is fine, but a little dated. It's evident that it was developed within the height of a design trend that is no longer relevant. My goal was to help Coalition by developing a timeless brand identity that could stand when trends come and go.

One of the first major changes to their visual identity was an overhaul of their color palette. They wanted something that was cleaner than their current palette, brighter, and more modern. After a few brand discovery sessions, we decided that the bright teal color they were already using helped capture the mood they wanted to achieve. 

The vision statement of Coalition is "Coffee tastes better shared." They desire to create community around good coffee. Approaching this rebrand, I really wanted to capture this within their visual identity system.

The "hands" mark quickly rose to the top of my favorite sketches. It encompasses two of the major elements of Coalition: Coffee and Community. Community is clearly visible within the silhouette of the hands shaking. Coffee is a little more subtle, in that it's made visible by the shape of the mark resembling a drop of liquid. When I showed this concept to the guys, they loved it, and we began to flesh it out.