Coffee Deck came to us pre-launch, a name and an idea, but no identity yet, in a category where D2C and specialty coffee brands live or die on how premium they look on a shelf and on a screen. The brief was to build something that could compete with brands twice its size from day one.
Before drawing anything, we spent time studying Delhi's specialty coffee scene, the brands Coffee Deck would actually be sitting next to on a shelf or a delivery app. That research shaped the direction: a mark and palette confident enough to hold its own next to established names, without borrowing anyone else's visual language.
We built the logo and full identity system from a blank page, typography, color, and the supporting graphic elements that would carry the brand across packaging, signage, and social content long after the initial launch.
A coffee brand lives or dies on the cup in someone's hand, so the packaging had to carry the identity at its most visible touchpoint. We designed the cup sleeve to work at a glance, recognizable even half-covered by a hand, while staying consistent with the same palette and typography established in the core identity.
To show how far the identity could travel, we mocked up how it would read as physical storefront signage, testing whether the same confidence that worked on a small cup sleeve would hold up at full scale on a shopfront.
