Deeper Roots Coffee is a beloved small business in the Cincinnati community serving up some of the best coffee in the city. They don't just brew coffee, they care about their community and how they source their beans. Their team has a close network, harnessing sustainable practices and crafting quality service.

While their business is exceptional in coffee quality, their brand could benefit from a refresh to better connect with their customer base and attract newcomers. This is a conceptual redesign of the Deeper Roots Coffee brand.

The new logo resembles the fluidity of coffee. Designed with taking inspiration from actual coffee beans and latte art, the refresh gives the brand a more approachable feel. Additionally, I incorporated their mission and values by making digital "stickers" which can be used throughout their physical packaging and digital media.