STRANGE BREWThe goal of this project was to create a unique branding system for Strange Brew, a coffee shop inspired by the classic Cream song "Strange Brew." The brand captures a psychedelic, funky vibe from the 60s and 70s, blending the eccentricity of rock 'n' roll with a playful and artistic visual style. The challenge was capturing the vibrant, funky essence of Strange Brew while ensuring the branding remains versatile enough to adapt across different products, marketing materials, and scalable for future growth.
PROCESS
Starting with the logo, I sketched several initial concepts, experimenting with vintage and psychedelic typefaces. Then I integrated a cheerful coffee mug character named “Brewce” after the bassist of Cream, Jack Bruce, with a “sugar cube” on its tongue as a central visual element.
After refining the logo through feedback and iteration,
I created a full branding system, including a bold color palette, typography, and graphic elements that reflect the brand's groovy and offbeat personality.
The final deliverables include a comprehensive visual identity package, featuring the logo, menu design, packaging, brick + mortar mural design, and merchandise concepts, establishing Strange Brew as a welcoming, eccentric, and unforgettable coffee destination.
MENU
PACKAGING
The branding across all Strange Brew items — menus, to-go cups, pastry bags, coffee bean bags, and merchandise—forms a cohesive and vibrant visual experience. Each element is infused with the same playful, psychedelic energy, ensuring that every interaction with the brand feels unique.
From the bold, eye-catching designs to the whimsical graphics, every item embodies the brand's essence, making it not just a coffee shop, but a lifestyle. The packaging and merch serve as a canvas for creativity, turning everyday products into fun, memorable expressions of Strange Brew.
MURAL DESIGN