The identity for Jack’s Coffee Company was created around the notion of being the “un-Starbuck’s.” The text for the logo was letterpressed, resulting in a slightly battered and rugged look which contributes the brand’s masculine character. Each can bears the promise: “always fresh, delicious & strong.” The ad campaign uses grizzled, hardheaded humor, further promoting its’ “un-Starbuck’s” identity. Student work.