Keep the grit
& mix it with sophistication.
Role
Brand Strategist
Logo Designer
Web Designer
Identity Designer
Illustrator
Smooth With an Edge
Black Velvet Coffee was born in 2008 out of a passion for quality and exploring endless possibilities. Their team approached me to expand their story to harness not only the mountain town culture known for adventure and spirit but also the poise and elegance of the natural beauty nature provides.
The main challenge was building a system that respected the history of Mammoth while recognizing the evolution of its culture.
With a town so much more evolved than its surroundings, the California poppy became a symbol of Black Velvet’s origins. The clean letterforms compliment the hand-illustrated logo, as well as the secondary skeletal illustrations, reflecting the diverse, sometimes dangerous interests that bring people to Mammoth in the first place.
It was important for the refreshed web design to welcome visitors to the coffee, equally to visitors of the town. Not only showing what the Coffee has to offer, but Mammoth itself.
The system’s diverse design elements allow an endless array of merchandise that gives locals a point of pride, as well as visitors a fond memory.
It all begins with an unclear idea that must be found through trial and error. I always like to include some of the process.
