Brand Design process:

Crag Coffee & Climbing is a hypothetical business based in Denver, CO. As an avid rock climber and a barista, I always imagined what a climbing gym and coffee shop collaboration would look like. So I created the concept and drafted a design brief for a communal space that offers craft coffee within the confines of a climbing facility.

Every branding project starts with a deep dive into the company’s identity. So I created a brand identity based on the brand archetype, intangibles, and qualities I think would best represent Crag Coffee & Climbing. Climb on and Drink on!

Brand Identity

Creating a brand personality based on:

Brand archetype — a symbolic character that fits your organization

Intangibles — besides your product or service, it’s the other magic you offer

Qualities — a big list of adjectives to draw from, for how you want to be perceived