FIRE WATCH
COFFEE CO.
Client: Fire Watch Coffee Co.
2022
THE BRIEF.
Fire watch is a term used by the US Marine Corps for those tasked with guard duty, often through long cold nights in the wilderness. FireWatch Coffee Co. wanted its brand to embrace a passion for the mountains and forests, for lonely fires at a campsite, and good coffee to warm the soul.
EARLY LOGO SKETCHES.
Using imagery of campsite fires nestled amongst forested mountains and pristine lakes, the logo began to take form. An early idea was to use the “F” and “W” in Fire Watch to build the shape of mountain range and eventually its reflection in the water of a lake.
THE LOGO & MORE...
We landed on a logo that subtly combines the mountain range and lake imagery of the F & W within a simplified geometric encasement. From there, we expanded our designs to bag and k-cup designs, social posts, and other promotional materials.
