Midnight Animal
Coffee Shop + Branding & Packaging
Client:
Midnight Animal
Year:
2023
Deliverables
- Resealable Coffee Bag
- Custom Logo and Monogram
- Drink Menu
- Shop Signage
Scope
- Custom Icons
- Packaging Design
- Brand Development
- Menu Layout
In 2023, Midnight Animal wanted to move it's coffee haven to North Park, San Diego. Relocating from a warehouse in National CIty that served as a coffee shop, custom bike garage, barbershop, and coffee roaster all under one roof, the owner wanted to be able to keep the same feeling while updating its branding and packaging experience.
I worked closely with the owner to create this vision in a new smaller space aligning his passion for motorcycle racing & culture with his love for coffee. He wanted a new logo that was more associated with 70's racing and vibrant high vis colors for the brand that he loved to use on his racing bikes.
Old Logo
Developing a new logo was key for solidifying Midnight Animal's new branding. The straightforward mono-line logotype was created from the ground up on a square grid to create uniform geometric shapes into an easily readable form that still captured the personality of the racing spirit conveyed throughout the shop and packaging.
Creating the monogram easily fell into place after completion. We wanted to create a form taking up vertical space that could easily be implemented into shop signage and future plans for the brand.
Updated Logo
Monogram
Packaging Components
Integrating Midnight Animal's essence into its packaging, we opted for spot gloss accents in the trademark high-vis orange on a matte bag, capturing the coffee shop's vibe with finesse. To add depth, I crafted a logo-inspired pattern, printed in spot gloss for a tactile experience that elevates the packaging to another level.
Responding to the owner's vision "Make it a motorcycle but it's a coffee bag", I took that direction and created packaging that embodies the spirit of motorcycles & racing. The result? A packaging experience that's as bold and unforgettable as the coffee within.
Menu Design
Heather Yancey ©2024