Necessity Coffee is a specialty coffee shop based in Encinitas, CA. They are dedicated to creating a memorable coffee experience by roasting and serving unique, high-quality coffees. Their seasonal specialty beverage menu features cocktail-inspired drinks that are served in hand-crafted ceramic vessels that are made in-house by the pottery collective they share a building with. Owners Jon and Curtis are dedicated to serving an exclusive, premium product while maintaining an accessible, friendly, and informal environment.

Many premium coffee brands in their industry rely on stark minimalism, geometric sans-serif typography, and muted color palettes. For Necessity Coffee, I created a visual identity that better reflects the dichotomy of their premium but accessible attitude and sets them apart from competitors. We paired a modern, minimal aesthetic with a warm and inviting color palette that extends from their online presence, all the way to their bright pink espresso machine. The playful script font and round corners in their wordmark represent their friendly and personal presence in an industry often known for snobbery.

My work with Necessity began with their initial visual identity but soon extended into consulting on the shop’s buildout, printing and installing custom vinyl decals throughout the shop, developing print advertising, and continuing to create artwork for their packaging and menus.