Equator Coffees

Solo Project / Branding / Art Direction

Overview
Equator Coffees is a fair-trade coffee company based in San Francisco, California. They are a company dedicated to ethical farming and sustainable practices.

Project Goal
My goal with this project was first to redesign Equator Coffees’ logo to better match their brand. The next phase was to expand that logo into an entire brand system.

Text section titled 'Our Story' on a white background with a light gray outline of a coffee bean on the left side. The text explains the history of Equator Coffees starting from 1995 in San Francisco, their ethical practices, expansions, and current location details.
A graphic with the title "Our Tenets" on the left side and three horizontal red bars on the right side labeled "Equity," "Sustainability," and "Great Coffee."
A page with a white background and black text, titled 'Our Commitment' in red font on the left side. The text discusses business models, fair trade practices, and a coffee business called Equator Coffees.
Text-based infographic titled "ZAG Analysis" with two columns of questions and answers about a coffee company's ethics, vision, customer engagement, and growth strategies.
Logos of three coffee brands with the heading 'The Competition' and a paragraph stating that these competitors all sell coffee, but the company is the only one committed to ethical blending.
Profile overview of a man named Christopher, aged 24, a paralegal from San Francisco. The image includes his photo, demographics, goals, frustrations, personality traits, motivations, and communication channels, with visual indicators of his personality, motivation, and channels preferences.
A profile of Alyssa, a 30-year-old waitress from San Francisco. The image includes her photograph, and details about her age, occupation, relationship, location, goals, frustrations, personality, motivation, and communication channels.
A collage of six images: a bag of coffee named 'canyon' on the left, a coffee shop interior with tables and chairs in the middle top, a close-up of an espresso machine pouring coffee into a cup with a black cup labeled 'Equator Coffees' on the right top, a building with a rounded roof and the word 'Roundhouse' on the bottom left, a row of coffee cans labeled 'Equator Coffees' in the middle bottom, and a satellite view of a river winding through a desert landscape on the bottom right.
Two circular shapes with horizontal lines through their centers, one red and one black, against a white background with a faint outline of a state map on the left side.
Concept diagram showing a globe icon plus a coffee bean icon equals a coffee bean shot icon.
Comparison of two black and white coffee cup icons with the text 'EQUATOR COFFEES' beneath each, labeled under 'Variations' in red.
A color palette chart with four vertical color blocks labeled from left to right: Red-Hot Poker, Steamed Milk, Porta-Filter, and Dark Roast, each with corresponding color codes and descriptions.
A minimalist graphic design with the words 'Simple. Sustainable. Sipping.' in bold black text on the left, and the phrase 'Brewing to perfection' in smaller black text on the right. The background is white with a subtle, abstract line drawing on the left side and the word 'Typography' in red at the top left corner.
Image of three red cans of Equator Cold Brew coffee, showing front, back, and side views with design and nutritional information.
Two standing bags and one overturned cup with a red and white coffee bean design
Two red coffee capsules with one of them showing the bottom with the word "EQUATOR" and a red design, and the other capsule placed upside down.
Digital advertising display at a bus stop for Equator Coffees promoting a canned coffee product with a blurred background of green foliage.
Collection of stationery items including letterhead, envelope, business cards, and pencils with a red and white color theme, featuring the text 'EQUATOR' and a red circular logo.
A diagram of the equator in front of a building with trees, shrubs, and a person standing nearby.
Interior of a coffee shop with a barista standing behind the counter, which has a graphic of coffee brewing steps on the front. Shelves hold coffee cups and supplies, with hanging light fixtures above. Inside