04/06/2026
The Morning Crew is a brand built around a simple ritual: get up, run, get coffee with friends 🏃🏃♀️ The identity leans into a retro personality that feels cool but accessible, the same feeling you get when you're part of a club.
The logo mark uses a handwritten element to connect the beginning and end of "Morning", a visual nod to the journey from one place to another that defines these early hours. Subtle marks above the "o" hint at a rising sun ☀️, while "Crew" sits beneath in a bolder weight, anchoring the sense of community and collective spirit at the heart of the brand.
Beyond the main logo, alternative versions were developed including a monogram and a set of sticker-style variations that lean further into the "joining a club" feeling. The real personality of the brand however lives in the running coffee cup ☕️, a custom hand-drawn mascot that captures what The Morning Crew is all about.
The colour palette ties it all together: with Burnt Orange and Blue bringing energy and contrast, balanced out by an off-white that keeps everything grounded. Vibrant without being overwhelming 💙