Hero Coffee Bar Rebrand
Opening its doors in 2014 at the Iconic 439 S. Dearborn location in Chicago Hero Coffee Bar wants to stand out as a Chicago staple committed to positively impacting how it locally roasts and sources its beans and within the charity projects it partners with. Hero sells whole bean coffee, Hero barista art, and Hero store merchandise to show your Chicago Hero pride. $1 from all retail and whole bean coffee items sold are donated to local Chicago charities and information on the charity of the month can be found on their Instagram and Facebook pages.
Competitors
Rebrand Logo
The decision to use graffiti as a key element seems like a bold and unique choice that ties well with the brand's personality and the city's artistic culture.
Using the Azalea typeface for the organic structure of the logo and Organetto-Variable Regular for secondary text shows a thoughtful approach to typography that complements the overall design. Additionally, creating secondary and tertiary marks using the word HERO expands the logo's versatility for various applications.
Implementing graffiti as a design element not only helps the coffee shop stand out, but also reflects the evolving perception of graffiti as an art form rather than just a form of rebellion. This connection to Chicago's significant attributes adds depth and authenticity to the brand.
