Giraffe Coffee is a coffee store with a creative branding concept. My inspiration comes from the vocabulary of "Giraffe" and "Coffee." The two vocabularies have a common feeling in spelling. Also, the color of giraffes and coffee is another common feature. Combining two unrelated things to make them a brand is a way to improve creativity. I played with the two vocabularies for the logo design and added giraffe illustrations. The upside-down giraffe has become the alphabet "F." It fits well in the vocabulary.
I applied the branding concept to other applications, such as business cards and packaging mockups, and showed how it works on real coffee cups.
