![Front of NYCC business card](/generated-images/work/nycc/nycc-card-front-320by214-f0a243.jpg)
Inspired by his experiences in New York City and his love of coffee, Peter Andre had decided to open a coffee shop called New York Coffee Club. Our role was to build a brand around his concept.
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.
![The chosen logo](/generated-images/work/nycc/nycc-ideas-320by364-d09c18.jpg)
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.
![The chosen logo](/generated-images/work/nycc/nycc-logo1-320by361-749680.png)
I applied the brand to a wide variety of media including environment concepts, exterior signage, cups, sugar sticks, uniforms and business cards.
![Front of the coffee shop](/generated-images/work/nycc/nycc-shop-front-320by214-766bc0.jpg)
![NYCC business card and loyalty card](/generated-images/work/nycc/nycc-cards-320by240-6ae05d.jpg)
![A couple of branded takeout cups](/generated-images/work/nycc/nycc-cups-320by214-a02ef7.jpg)
![The tagline on the side of the cup](/generated-images/work/nycc/nycc-cup-macro-320by214-da08d3.jpg)
![NYCC logo on cupcakes](/generated-images/work/nycc/nycc-cupcakes-320by214-2c7a75.jpg)
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.
![NYCC bags of coffee](/generated-images/work/nycc/nycc-bags-320by219-b12fda.jpg)
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.
![Side of the coffee bag](/generated-images/work/nycc/nycc-side-320by214-1d09a0.jpg)
![Detail on the top of the bag](/generated-images/work/nycc/nycc-bag-top-320by214-6e0870.jpg)
![Close up of the back of the bag](/generated-images/work/nycc/nycc-back-macro-320by214-5c1a54.jpg)
![Cute dog with blue top](/generated-images/work/nycc/nycc-foundation-320by214-309306.jpg)
![Coffee bag label](/generated-images/work/nycc/nycc-label-320by214-cb3f4a.jpg)