brü coffeeworks

Screen shot 2013 11 11 at 8.01.10 pm

First draft logo for brü coffeeworks based in Chicago, IL

My initial thought here was to create something minimal that holds a strong concept by using the umlaut and a recognizable symbol.
The umlaut is being emphasized as not only part of the
brü coffeeworks name, but as an actual mark that represents a cup.

Consequently, I noticed some subliminal imagery in this design as I was finishing up. A smile.
This does nothing but generate subtle positive associations and personality with the brand.
To me, this was a very fortunate surprise.

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