About the Project
Convoy was approached to develop brand identity for a new coffee roasting company. The project included coming up with a name, tagline, logo design, merchandise and packaging. The client had a collection of old metal gas and oil signage that he was planning on using inside the shop. The name CRUDE referenced his love for old metal signage and as well as the strong, dark nature of roasted coffee. The logo needed to look old and like it was around 60 years ago. The color palette is composed of warm and neutral colors that evoke a variety of coffee beverages.