04/03/2023
Let’s get back to basics 🧩. Before we could get into the full scope of the project, we wanted to start with the foundation, the solid base it would all build upon, the branding.
Pumphouse Coffee Roasters has been uber-successful in capturing the cups and hearts of West Palm Beach. With their great attitude, smiling faces, and extra specialty coffee, people were ready for more. We wanted to build upon that existing support and maintain the main elements of the brand.
The word Pumphouse, was how they were known. Like most brand names, the consumer will strip it to its most basic form when referring to it, and that is what we went with. The name Pumphouse was unique, well-known, and looked good by itself, so we stripped away all of the superfluous and stuck with just the letterforms, nicely tracked out and on a clean background. It was bold and recognizable. It would simply be Pumphouse.
From that, we developed a system of sub-brands and elements that kept the heart of the brand intact but evolved it in a way that felt simple, not fussy or overbuilt.
We knew that the business was about to make a huge evolutionary step in its offerings and we wanted to make sure the foundation for that was solid. When needed, 'Coffee Roasters' could be added, or 'Wholesale', or whatever it needed to be.
