The brief, imagined
A roaster with a shop, a subscription and a growing pile of wholesale accounts - three audiences, one story, and a logo that dissolved into a brown blur on a paper bag.
The direction
Let the name do the work. "Common Ground" is a pun and a promise, so the mark is the words, set in a typeface with enough weight to survive being printed on kraft paper and enough character to be worth enlarging - it is the largest thing on the shop window and the smallest thing on the cup.
Everyday above extraordinary, which is the line the company already used on its own signage before anybody designed anything. The red came from the awning.
What it would be built with
A wordmark drawn as outlines rather than set live, so the counters are right at every size, and a palette that holds up on a screen, on a bag and on the side of a van.