BearHugs Visual Identity

Type of work: Branding

CHALLENGE: Create and name a specialty decaf coffee brand system that stands out in a market where caffeine-free options often lack personality and appeal.

APPROACH: I developed the name "BearHug Coffee" to evoke the warmth and comfort decaf drinkers seek without the caffeine jolt. Then designed a visual system where a bear silhouette cleverly doubles as a coffee cup. The heart-shaped latte art adds an emotional touchpoint, reinforcing the brand promise: "cozy without the crazy."

SOLUTION: The complete identity includes a versatile primary mark, warm earthy color palette inspired by coffee tones, and typography pairing that balances professionalism with approachability. The system works seamlessly across physical assets (cups, packaging, signage) and digital platforms.