Superthing Coffee Shop Brand and Packaging Design
Futura - Superthing
Superthing is a coffee brand located in Austin, TX. The intention for this project is a response to the current coffee industry aesthetic, characterized by its starkness, minimalism and lack of color. We wanted to take the brand to the other extreme.
The name SUPERTHING was the starting point for our creative process; by trying to define what this "superthing" actually was, we explored the effect of coffee through different expressions and hyperboles, which gave form to the illustrations and led way to a visual universe of exaggerations in all shapes and forms. The logo is also a superthing in its own right, playing with different variations, our solution was to create a dynamic identity that felt like the letters were wild creatures fighting the confines of their designated space.
Overall, the graphic elements convey the same fun, surreal and over the top feeling, of the name.
Superthing, a super coffee for super people.
Design Agency Name: Futura
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Coffee Shop Brand and Packaging Design
Brand / Project Name: Superthing
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Brand Creation, Consumer Brand Identity, Consumer Graphic Packaging Design
Market Country: United States America
Market Region: North America
Project Category: Beverages
Consumer Packaging Format: Bag, Cup, Sleeve