For this project, I was assigned a brand archetype and a cliché. My archetype was the explorer and my cliché was a coffee company. My objective was to create a coffee brand that encompassed the explorer archetype. To begin, I researched both the explorer archetype as a whole and established brands with the explorer archetypes. Then, I worked on creating the identity for MTN Coffee. I did visual research, created a brand mood board, and completed typeface research. I decided to use the slab serifs and grotesque sans classifications for the MTN Coffee logo.
Once I finished the research stage of this project, I moved onto sketches. When I was happy with my sketches, I imported the sketches into illustrator and used the pen tool and pathfinder tool to create the letterforms and the logo. Once the logo was completed, I created the brand guide, which includes logo variations, colors, typefaces, and mockups.