All work

The Daily Grind brand guidelines

Brand guidelines for a coffee brand, from logo to layout.

  • Brand & Identity
  • InDesign
  • 2026
Role
Brand designer: strategy, identity, guidelines and layout
Tools
  • InDesign
  • Photoshop
  • Illustrator
Year
2026
Front cover: The Daily Grind logo above the title Brand Guidelines, with soft beige circles.
Spread with Our Goal and the table of contents, beside photos of a latte, friends with coffee and two splashing cups.
Spread with the strategic brand guidelines and the idea behind the logo, under a photo of coffee beans.
Spread on brand usage for print and web, with the colour, black and white versions of the logo.
Spread on the logo's clear space, with examples of how not to alter the mark.
Spread with the colour palette and its Pantone, hex, RGB and CMYK values, beside a collage of brand photography.
Typography spread showing Bauhaus 93, Righteous and Montserrat.
Brand applications spread: a coffee pouch, a takeaway cup, a coffee bag and a branded T-shirt.
Back cover: the logo above two splashing coffee cups.

Strategy: Specialty coffee with the gift of service: every customer is a VIP.

Challenge

The Daily Grind needed one guide its sales partners could follow, so the brand looks the same on every shelf, cup and screen. The goal: create consistency around product and brand representation, and inspire partners to plan their merchandising and brand communications.

Insight

A brand isn’t its logo, colours or fonts. It belongs to the people who experience it, so the guide asks partners to treat the logo the way they would treat those people: with care, respect and intentionality.

Process

I started with a mood board, then drew the logo in Illustrator in colour, black and white versions, and built each misuse example as its own file. Photography and product mock-ups (a paper coffee bag, a takeaway cup and a T-shirt) were prepared in Photoshop, and the book was laid out in InDesign over several rounds in March and April.

Solution

A 16-page brand book: a strategic overview; the logo system in colour, black and white; clear-space and misuse rules; six colours with Pantone, hex, RGB and CMYK values; Bauhaus 93 for print headlines, Righteous for web headlines and Montserrat for body text; and applications on a pouch, a takeaway cup, a coffee bag and a T-shirt.

Outcome

A finished 16-page brand book, exported as reader spreads for screens and as printer’s spreads for production.

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