Working on branding a new coffee company for a friend of mine here in the Milwaukee area. This concept was based on the oldest mystical symbols; the Ouroboros. It depicts a snake enveloping itself with the tail disappearing into the creatures mouth. The cycle represents the nature of the universe, life and death, while also showing the cycle of renewal and the strength of a serpent. Life is about chapters. One chapter ends, another begins. The owner went through a tough chapter when investors took over his last shop and he was forced to quit. This is a nod to that. The name ‘Omnium’ comes from a series of races that usually take place around a track, so it was easy to combine the two ideas in this concept.