Madcap Coffee
Brand Design
Creative Direction & Design
Project
Creating an iconic identity for a passionate underdog in Grand Rapids, Michigan.
The team at Madcap believed that the right environment and excellent coffee could bring people together through an unforgettable experience. Each coffee carefully sourced like the finest materials. Each cup, custom brewed as a one-off order for each customer, was intentionally crafted like a bespoke tailored suit. A stark black and white palette was chosen to differentiate the look from the organic colors that were nearly ubiquitous in coffee at the time. The result was a balanced lightning bolt icon emoting the natural and transitory experience of coffee, paired with a typographic logo lockup inspired by the fashion industry.
Team
Creative Direction & Design: Seth Herman, Chuck Anderson