Crazy Mocha is a homegrown coffee powerhouse with locations all over the city of Pittsburgh. Unfortunately their logo follows them around.
I took on a rebrand project of the company's visual identity, creating a new brand identity as well as a brand guidelines document.
The Mission
MAKING THIS A RESPECTABLE MARK
As an avid coffee drinker and a visual designer with a penchant to be annoyed by logos I was more than happy to take this project on. The company's original logo showed that they are not afraid of whimsy. Nor am I.
The original lore goes, Kaldhi, an Ethiopian goat herder noticed his goats were often energetic after eating berries from a specific bush. One day he tried them out himself and felt the power of caffeine. The over-caffienated legend continues.
Kaldi's dancing goat lives on
Whimsy: Retained
