Provoke is a premium coffee roaster, with a direct to consumer business model, that caters to an intellectual male audience. Provoke’s name comes from that feeling of your morning caffeine burst in the morning, pushing you through your day. Provoke offers a sample pack that helps customers explore their various blends and single origin roasts.
I hand lettered Provoke’s Logo to give the brand a unique identity that includes just the slightest bit of tension, caused by the lowered x-height. I wanted the logo to be strong but not overly masculine, which is why I made the decision to round some, but not all, of the corners. I paired an all black packaging with jewel toned labels that mimic a library of authors, which the roasts are all named after.
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Tiffany "Fanny" Hohmann
© 2020 Tiffany Hohmann