Caracas Coffee Project

Caracas Coffee is a gourmet coffee company that imports and roasts its own range of coffees. They would like to be considered a gourmet coffee roaster, which appeals to the discerning coffee drinker. They feel a strong affinity to South America and Venezuela.

As part of my current course we were tasked with designing a logo for a fictional, Dublin based coffee company. Our brief stated that Caracas Coffee is a gourmet coffee company, they roast their own coffee in house. They consider themsleves to be apart from the rest of the mainstream, high street coffee shops. As the name suggests the feel a strong affinity with South America and Venezuela in particular. As such they desire a logo that will represent the rich, vibrant nature of Venezuela.

My first draft logo was inspired by the rich history of street art in Venezuela. I used the coffee name layed on a watercolour style Venezuelan flag. I also included a wild horse as a wild horse appears on the Venezuelan coat of arms

In my second draft logo I focused more on the wild horse idea. This time I went for a more home made, hand drawn look. I also included a celtic spiral to represent their Irish identity aswell.

My third draft logo takes the idea of Venezuelan dance. I thought that dance represented the vibrancy of South America well. As the Caracas Coffee regards themselves as being a gourmet establishment I decided to look into modern art as an idea. I came across Cubism and I dedcided to try my hand at it. I think the sillouette of the dancer and the modern look created by Cubism create a bright, catchy logo that fulfils my brief.

"Caracas Coffee, Latin Coffee, Roasted in Ireland."