Peter was looking for a logo that both captured his influence of New York City coffee shops and could be a recognisable brand amongst the high-street coffee shops. I began by exploring various logo ideas that embraced aspects of connections to New York and Americana.
We submitted 6 brand approaches to his team and one of mine was chosen to be developed as the final brand. The chosen design was a simple logo that balanced retro and contemporary - with the lone star implying the American influence.
I applied the brand to a wide variety of media including environment concepts, exterior signage, cups, sugar sticks, uniforms and business cards.
The brand later branched into retail and I was asked to design packaging for a coffee to be stocked in Tescos nationwide. NYCC would be working in partnership with The Peter Andre Foundation and Cancer Research UK, a donation would go to these charities with every bag sold.
Working with two seperate charities meant the brief was quite strict as I had two separate brand guidelines to follow. I had to ensure the charities were happy with both the design and their representation. While, of course, ensuring there was adequate space for retail requirements.