Wordmark and color palette. The dashed contour shows the unmodified glyphs in KC Purple Cat.
Identity and brand work for Academic Coffee, a coffee shop in San Jose, CA. With a funky and futuristic vibe, I leaned on the KC Purple Cat font from the type foundry Kern Club to create the new wordmark.
Out of the box, the Purple Cat font provides a modern, groovy vibe. To improve the readability on packaging, I widened the stems and hairlines on each of the characters making up the name. As a nod to the original mark, I also kept the knocked out eyes in the As and the D.
For further improved readability of the wordmark, and legibility of the letter D specifically, I re-shaped its form and rounded it out to draw the eye from left to right.
The identity is in the process of being rolled out. For a full write-up on this rebrand project, see my portfolio website.