Slow Wave Coffee
The husband and wife team behind Slow Wave Coffee approached me to take their new business to the next level. I was tasked with naming the business, establishing their branding and setting up their brand strategy to help them stay on track along their journey. We determined that their brand needed to be uncomplicated, authentic, and most importantly, non-pretentious. Slow Wave Coffee is positioned to be a gateway into enjoying high quality coffee without overly complex brewing methods and expensive equipment.
Naming a coffee company is no small task, but we landed on a name that spoke to their values and fit the industry perfectly. In coffee culture, there are movements known as "waves". For example, Third Wave coffee is a movement that focuses on producing high-quality coffee. This positions Slow Wave as the movement of taking your time to enjoy your coffee, and acts as a reminder to live a little slower.
Countless coffee identities follow the artisanal, hand-crafted trend while Slow Wave's was designed to be friendly and approachable. The corners of the icon and typography are rounded and the colour palette was shifted to warmer colours to maintain the approachable style.
The cup icon (which is also a stylized 'S') represents slowing down and enjoying your cup of coffee.