This was a conceptual project for the Life is Good owned coffee shop set to open in late 2024. The headquarters in Fort Point, Boston is referred to as the Arthouse, so Coffee house was a fitting and welcoming name. The shop is to have its own identity but be clearly related to LIG and since it will live in the same building, will need to compliment it’s branding.
The logo is inspired by the playful nature of the Life is good brand, with the bouncy letters and single lower case letter ‘E’, as seen in the Life is Good logo. I also pulled the sunglasses which are a recognizable brand symbol from the Jake character, and turned the ‘U’ into a smiley face. The color scheme pulls from the larger brand palette but is more streamlined and selective. In addition, I created some branded items like the punch cards, coffee cup sleeves and merch.
![coffeehouseconcept+[Recovered]-01.png](https://images.squarespace-cdn.com/content/v1/5965333517bffc9f07d58fad/1719348533214-5IMMZ6JRPWHC9RDKSDMA/coffeehouseconcept%2B%5BRecovered%5D-01.png)
![coffeehouseconcept+[Recovered]-02.png](https://images.squarespace-cdn.com/content/v1/5965333517bffc9f07d58fad/1719348533798-O9N9OR0HJIK2FE6QGFXS/coffeehouseconcept%2B%5BRecovered%5D-02.png)