ATLAS COFFEE CO. // BRANDING
Atlas Coffee Co. is a proof of concept to develop branding for a coffee company following a brand archetype. I chose the Explorer archetype, which is all about enjoying the journey, going against the grain, and rising to the challenges of life. This is embodied by the nature-inspired color palette, topographical elements, and the logotype that pairs an organic, free-spirited typeface with a reliable, geometric typeface.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/743396197667583.663408e03637f.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ec30ce197667583.663408e035b1a.png)
![Image may contain: screenshot](https://mir-s3-cdn-cf.behance.net/project_modules/1400/505b96197667583.663408e11f930.png)