Hermes Coffee Co.

Hermes is the ancient Greek deity of luck, trade, and flight, with the ability to travel quickly between the Earth and the heavens.

I created the logomark based on ancient Greek head bust sculptures. I designed a smiling Hermes wearing his iconic petasos (winged helmet).

The theme of flight brought to mind the phrases "sky is the limit" and "looking up", which both have positive connotations. Blue skies inspired the uncomplicated and cheerful color palette and I created angled patterns and background elements that impart a forward and up energy.

For the type, I chose a slab serif font because it best complemented the hard angles and shapes that make the logomark and because it grabs attention while reinforcing the premium nature of the brand.