I was inspired by Art Nouveau to include a die cut in my label; die cuts emphasize lines well and add an organic element to geometric shapes. Due to my desire to have a die cut, I made sure to design my logo with lines in mind. Since the company is called “Cabbie Coffee,” I thought that the brand would better be geared towards younger people and therefore drew my logo in a modern cartoonish style. I chose a roughly textured font to contrast the minimalism in the rest of the label. My color palette is deeply saturated to convey an energetic and urban feeling.
The first step in my process was to research various label styles. Some of the styles I took note of were Art Nouveau, retro, and vintage. After deciding that I wanted to incorporate elements of Art Nouveau in my label, I then began to sketch out logo ideas with the company name included. My peers helped me to settle upon “Cabbie Coffee” as the company name. After selecting and coloring my favorite idea, I then used Adobe Illustrator to digitize the drawing. To select a font, I tested out around ten fonts downloaded from the Internet before settling on my final font. I experienced some difficulty figuring out text placement of the product information, and ultimately decided to manually place and rotate certain characters to resolve kerning (space between letters) issues; the end result was well-spaced characters that followed a smooth line.
I learned that font and art style should be chosen carefully, as both can influence a consumer’s impression of the product and brand. I chose my additional merchandise items because they seemed like items that young people could use functionally.
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