Being one of my favorite drinks, whether used for comfort or a much-needed boost of energy, I love coffee. I’ve always pondered the idea of creating my own coffee shop, either establishing my business in my hometown - Flint, Michigan, or nestled within a local neighborhood in my future city of employment. Whatever the future holds, I felt obliged to create this personal project in order to fulfill my imagination.

My goal was to create a brand with a minimal design and an Italian influence, that still effectively offered a spark of enthusiasm to customers. In Italian, boost translates to incremento, thus - Incremento Coffee. The word “boost”, was implemented into the naming process to capture one of the primary reasons for coffee drinking - people need it to start their day.

For the logo, the simple and elementary styled coffee cup was designed, and the two rounded lightning bolts appear buoyant in style, yet still seem to give a confident attitude to the brand. For the color palette, the black and white keep the theme remain classy and simplistic, while a hint of red to emanate both the modern prestige and ancient roots of Italy.