Logo and Identity
Poster & Postcard Series
I’ve been a customer of Philz for years; ever since they took over the coffee shop that I had worked at in my younger years. Their coffee is great, but I’ve always hated their look. It seemed very amateur and not representative of the greatness that they brewed into their cups. Anyone who knows or has met Phil, the owner, knows that he is never without his signature fedora hat. They even sell them behind the counter. Seeing an opportunity to push the brand into a more premium landscape, I decided to take a simplistic approach to the new identity, transforming the fedora into a cup and saucer with a single wisp of steam rising from it. This not only creates a fresh new look, but reinforces the uniqueness of the brand’s owner in a more playful and sophisticated manner than they had.