Yet Another Coffee Brand
Cup of Joe Coffee Co. began as an exercise in brand development. Rather than try to create yet another up-scale or contemporary coffee brand, I felt a more entertaining challenge would be to present a brand that is simple and honest to a fault.
Mission & Values
Cup of Joe Coffee Co. believes in simplicity and tradition. We offer ordinary coffee for the average Joe, emphasizing honesty, time efficiency, and affordability.
Honesty: We are defined by honesty and transparency in our offerings.
Tradition: We honor the time-tested traditions of coffee brewing.
Simplicity: We keep it simple, avoiding unnecessary additives and complexities.
Affordability: We provide economical options without compromising quality.
Brand Philosophy
Brand Values
Brand Identity
Logo & Typography
Our logo and typography use the Avenir typeface family. We chose it for the following qualities:
Clean Design: Avenir is known for its clean and modern aesthetic. Its simple and elegant letterforms make it easy to read, aligning well with Cup of Joe Coffee Co.'s mission of simplicity and honesty. In the context of a logo, clarity and readability are paramount, and Avenir excels in providing a clear visual identity.
Versatility: Avenir comes in various weights and styles, allowing for versatility in design. Whether used in bold for a prominent logo or in a lighter weight for subtler applications, Avenir maintains its legibility and balance, ensuring the logo looks great across different mediums and sizes.
Timelessness: Avenir possesses a timeless quality, making it a font that doesn't succumb to trends. Since Cup of Joe Coffee Co. values tradition and the enduring craft of coffee brewing, using a font that transcends fleeting design fads reinforces the brand's commitment to timeless values.
Professionalism: Avenir is widely regarded as a professional and sophisticated font choice. Using Avenir for the logo conveys a sense of professionalism and reliability, traits that are essential for establishing trust with customers. This professionalism aligns with Cup of Joe Coffee Co.'s commitment to honesty and quality in their offerings.
Brand Colors
Earthy browns symbolize the natural origin of coffee, combined with a touch of warm, inviting colors. "Medium Roast" serves as our primary brown shade. "Light Roast" serves as a secondary accent brown.
In keeping with our values of efficiency our logo was designed for black-and-white application. However there is a practicality in adopting some color.
Product Offering
We find that the coffee industry is oversaturated with options. Not only are there countless ways to consumes coffee today but it is ironically an illusion of choice. Our proposition is a return to basics. Since 1991, our propriety "Original Blend" has been readily available at one of our many coffee kiosks and coffee trucks across the country. We continue to lead the coffee service industry in speed and customer satisfaction thanks to our streamlined menu and production process.
We are also proud to announce our expansion into the retail market. Our ultra-utilitarian packaging is one-of-a-kind in that it is made from our very own coffee by-products. This self-sourcing allows us to further undercut our competitors, passing the savings onto our loyal customers.
Coffee Sourcing
At Cup of Joe Coffee Co., we take immense pride in our meticulous process of forming partnerships and sourcing our coffee beans. Our journey begins by establishing meaningful relationships with trusted South American farmers who share our dedication to quality and ethical practices. Through direct and fair trade agreements, we ensure that our farmers receive a fair price for their produce thus fostering sustainability within their communities.
Our team of expert coffee inspectors conduct extensive evaluations to select the most productive farms, ensuring they meet our rigorous organic standards for freshness and purity. We believe in transparency and traceability, thus every batch of beans sourced is meticulously documented, allowing us to share the story of every single coffee bean with our customers.
By investing in these ethical partnerships, we not only guarantee the most adequate coffee experience for our customers but also contribute to the well-being of the farming communities we work with. It is our commitment to supporting local economies, promoting environmental sustainability, and delivering unparalleled taste that sets Cup of Joe Coffee Co. apart in the world of coffee brewing.
Embrace The Ordinary
At Cup of Joe Coffee Co., we believe in the extraordinary power of average moments. Our coffee isn't about extravagant flavors or fancy packaging; it's about the simplicity of a perfect cup that fuels your day. Embracing the spirit of 'Ordinary Coffee for the Average Joe,' we invite you to savor that authenticity in every sip.
Join our community of coffee drinkers who appreciate the genuine pleasure of a straightforward, honest brew. Experience the warmth of a coffee that respects your time and your wallet. Take a detour amidst your hectic day to grab a cup of Joe, and see what all the 'buzz' is about.
Let us become a part of each other's story. Choose simplicity, choose quality, choose affordability. Choose Cup of Joe Coffee Co. Because in life's ordinary moments, there's extraordinary comfort. Cheers to the extraordinary in the ordinary!
