Louder Coffee
A coffee brand invented on a Friday morning, sold by a man in a pink leotard by Friday night.
Logos, brand identities and the worlds around them
I design logos, brand identities and the worlds around them with AI. I can test hundreds of directions in an afternoon, so the one you choose has beaten a lot of competition.
My first paid job was a logo, and I've been designing identities ever since: for clients in luxury, fintech and Web3, for my own studio, and for the companies I've been a founder of.
AI has changed the early part the most. I can explore marks, names, colours and mascots in the time a mood board used to take, then show you the best few already on the packaging, the shop sign and the social posts, which is where a brand has to work.
Fake Brand Friday is where I do it in public. Each one is a brand invented from nothing, with the name, the logo, the packaging and the advert that sells it. Louder Coffee and OOMPH each went from a blank page to a finished film in a day or two, and their pages show the logo options that lost as well as the ones that won.
A brand is bigger than its logo, especially in Web3. With Pineapple, the name came with a built-in joke, so I leaned all the way in with lore, characters and launch films. For Fingerprint I made the identity and the brand guidelines first, then designed and built the website from them.
Once the identity is set, I train a model on it, so every poster, product shot and film that follows already looks like the brand.
What you get
- Logos, wordmarks and icons
- Colour, type and brand guidelines
- Packaging, mascots and characters
- A trained model that keeps everything on brand
Proof
Two brands from a blank page
Louder Coffee, the wordmark
Louder Coffee, on pink for the bag
Louder Coffee, the badge
Louder Coffee, the bag
OOMPH, the wordmark
OOMPH, the smiley
OOMPH, eyes in the Os, not used
OOMPH, the bottle
The films they launched with
OOMPH Personality Spray
A commercial for a personality spray that doesn't exist, sold by a sweating pitchman who doesn't either.
Pineapple x Binance
The launch film for Pineapple, built around the lore instead of the product sheet.
Start here
Build a brief in twenty seconds.
Pick what fits and I'll get an email with the gist. I reply to every one, usually the same day.
FAQ
Good questions
Can you rebrand a business that already exists?
Yes. A refresh that keeps what people already recognise, or a full rebrand with a new name. Send me what you have and I'll tell you which makes sense.
Can you make the launch film and the campaign as well?
Yes, and that's the point. The identity, the launch film, the stills and the site come from the same person, so it all looks like one brand when it goes out.
Do you design mascots and characters?
Yes, with turnarounds and expression sheets so they hold up in stills and in film. The casting for OOMPH and Louder Coffee is on their pages.