Novel - Coffee and Literature Brand (2023)
Novel is a subscription service that curates a monthly book and coffee-bean pairing. This brand package focused on Novel’s goal of combining the playfulness of literature with the energy of coffee. From their logo mark to motion graphic spots, Novel’s visual identity is robust and reproducible, allowing them to reach their customers with greater breadth! Scroll down to see the development of this exciting brand.
Logo
The logo is the most prominent aspect of a company’s visual identity. Therefore, I made sure to take careful time to craft an image that balances Novel’s playfulness with its intellectual seriousness. Coffee and books should be fun, but the company also needs to maintain a reputation of good taste and knowledge. Below, you will first find the official logo and various color pairings. Continue scrolling to see the evolution of my design thinking, the change in visual direction, and process for my logo design.
Logo Ideation
As you can see below, the initial logo ideas were very sterile and minimalistic. These were void of the playfulness I wanted to be apparent in the brand, so I decided to continue sketching. The design on the far right (with text included) was edging closer to more of what I wanted, but it still wasn’t fun. It seems very serious and almost too “academic”. Novel is a company that will provide its customers with a tailored experience- one that combines the richness of coffee with the wonder of literature. Elegant yet fantastical. The final logo straddles that line appropriately.
Illustration
Capturing the endless possibilities of story and the impetus that coffee brings to engage, these illustrations give viewers an enticing hint as to what Novel can provide them. Completed using Adobe Illustrator.
Motion Graphic Spots
Animation brings a brand’s ideas, products, and values to life for the modern audience. Therefore, I decided to incorporate motion graphics into the brand identity package for Novel. Translating Novel’s mission and aesthetic into moving visuals, their ability to communicate their personable service to potential customers.