Ugly Mug Coffee is a third-generation, family-owned coffee shop in Lenoir City, TN. I refreshed their brand by designing a modern, updated logo and creating a few collateral mockups to match the new look.
The old Ugly Mug Coffee brand felt outdated and had some inconsistencies with its logo. I decided to refresh the brand by introducing a color palette with shades of blue, reflecting the store's interior and creating a sense of familiarity. My goal was to modernize the brand while retaining familiar elements, ensuring that existing customers would still easily recognize it.
I used Illustrator for the entire project. I began by quickly sketching several logo ideas, spending about 5 minutes on each. After reviewing a few concepts, I narrowed it down to three different logo designs.
After getting feedback from others, I chose the first logo because it had a lively, bright personality. However, I decided to simplify the design and colors so it would work better and look more consistent across different platforms.
