Do you ever want to crawl into a hole without your morning coffee? Enter Elsewhere coffee, a clever brand design that utilizes a person diving into a black hole to escape. Who hasn’t had the feeling of wanting to be anywhere else on a workday morning? Even if you’re sipping a cup on the weekend, the possibility of adventure will have you thinking of anywhere but your kitchen.
Any new brand in a crowded market needs an original position and visual identity, but never is this more true than for a coffee roaster launching in London. Whilst Elsewhere goes to great lengths to source high quality and interesting coffee from a variety of farms and regions, we wanted to flip this narrative, and reposition the focus on an idea that sits closer to the consumer, on the effect and results of drinking the coffee.
The bold visual identity plays with the idea that coffee takes you somewhere else. A different feeling, mood, sensation or activity that is enabled by an injection of energy. A leap into another place, into the unknown. The lead illustration portrays this as a simple hole and will remain the main logo, but there are other versions up our sleeve for use down the line as limited releases.
The project included the initial creative positioning, logo illustration and design assets, product packaging and a system for labelling and signifying variants. On completion of the project a shoot was produced in the new roasting space in Deptford with photography by Laura McCluskey.
