Armadillo Jo will be an Austin based online retailer of specialty roasted coffees from around the state of Texas. The coffee business can be broken down into three key segments:
Cost Brands: Low quality coffee with bitter taste and lack of freshness.
Premium Brands: Medium quality, mass produced, typically over roasted to create consistency in flavor. Coffee can remain on a retailer’s shelf for an extended period of time losing some of the most interesting taste profiles.
Specialty Coffee: Typically a small/medium roaster using the best quality beans available. Very knowledgeable about the roasting process, regional differences in beans, taste profiles, with a high premium put on freshness. Most are geographically isolated in the general area surrounding the home roasting city. As such, most orders are picked up at location or are sold to local restaurants. Usually, they are concerned about the quality of life for those living in developing countries, sustainability, quality, and the protection of the environment.
The coffees are ordered online prior to roasting to ensure freshness, and are shipped within 48 hours of roasting for the best experience and taste. The goal is to give coffee consumers the ability to enjoy and sample a variety of coffee available from across the state from the comfort of their home. This selection can be found in one location at “ArmadilloJo.com” (website under construction). They no longer have to settle for ok coffee (Starbucks) or bad coffee (Folgers).
Armadillo Jo Coffee will only sell coffee that is “Better than Starbucks”. The premium green beans will be sourced through Texas suppliers and roasters, but will come from different parts of the world. Coffee will be clearly identified as being one or more of the following: sustainable, rainforest, shade grown, fair trade, and organic.
Armadillo Jo is the name, as well as the mascot for the coffee company. He is a native Texan, and will have a “Born & Bred in Texas” feel. As with all things Texas, think in terms of “Bigger, Bolder, and Better”. Armadillo Jo wants to use all Texas suppliers when possible, and has a distinctive anti-corporate mentality. Instead of shareholders in Seattle, Armadillo Jo wants to support local businesses, charities, and the community in general.
Armadillo Jo will use and offer ecofriendly supplies where permitted, and will try to be energy smart and environmentally friendly in its operations. Do not be too overt with this message, but subtle references in design and color are fine.
There could also be a line of Teas in the future. AJ intends to sell other coffee supplies like kettles, mugs, brewing equipment, grinders, etc…
Logo Design Elements:
Colors – It should consist of no more than 3 colors (warm, ecofriendly, but still represent a dynamic company.) The design must translate to look good in black and white. I am thinking shades of brown & green, but open to designer suggestions. Be careful with Tan, as some of the packaging could be tan like a grocery bag.
Design - Communicate via invisible vocabulary. Incorporate a minimalist design with a highly custom twist (No ClipArt). Distinctive, appropriate, practical, graphic and simple, look fresh for a long time. Recognized when inverted and resized. Bold and confident, but give them a chance to discover some subtle design element.
Format – Vector format, fit in a square, no special effects (gradients, drop shadows, etc…), looks good large & small, avoid too many intricate details.
Font – TTF, Reflects coffee, daily ritual, and Texas tone. Type is easy to read, adjusted for space between letters.