Blue Max Coffee

Create a new identity, and packaging design, for an established coffee shop in Chicago. The client provided historical references, like maps and vintage memorabilia from Chicago, to serve as inspiration for a vintage look with a modern twist. Its clientele is family oriented, but there is a wish to attract the new coffee connoisseurs. Regular customers are also unaware there are coffee beans for sale.

A custom wordmark was created to work as the main identity element. One of the maps provided by the client was used as a pattern to complement the modern retro look. In the packaging were used elements and typography that convey the handcrafted coffee production. Unfortunately, the client decided not to proceed with what was proposed.

Blue Max Coffee — Chicago, USA

August 15, 2016

Art Direction, Packaging Design

Bruno Fernandes