John&Jane was invited to speak with Pobl, a group of companies offering great homes, care and support that make a difference to people’s lives. They were looking to chat about a new idea for a coffee shop. A business developed around the idea of helping those who run it. People who have been effected by homelessness would be hired and trained to be top class baristas, therefore enabling them to easily find work going forward, creating independence and providing a great service to customers of the coffee shop. This would be coffee with purpose.
We’re grateful to have been trusted by Pobl to lead on the naming and branding of this project. After a quick but very thorough discovery period we settled on the name “One Twelve Coffee”. Not only does this reference the number of the property itself but it’s also the statistic often used to demonstrate just how many people are affected by homelessness – one in twelve UK inhabitants. To represent this visually we used a set of single-line illustrations, at once individual faces but also unidentifiable. We felt this represents the experience of homelessness, you’re an individual but oftentimes ignored, faceless and defined by your situation. We used the many individual faces en masse in our designs but then highlight just one to represent the one in twelve. We want to use the power of branding to work towards putting an end to homelessness.
We knew typography was going to be an extremely important part of the brand. We needed a typeface to compliment the unique nature of Raisonné which is what we used and customised for the word mark. When we found Krana Fat and started to play around with it we realised we had our second typeface. The playful but honest nature of Krana Fat compliments the word mark perfectly.