Onyx Coffee Lab
Designers | Jon Allen, Jeremy Teff
Location | Rogers, AR, USA
Launch date | August 1, 2020
Onyx Coffee Lab is focused on bringing transparency, unprecedented hospitality, service, training, and the absolute best coffee offerings to our customers. Our intention as a brand is to educate our customers' outlook on the coffee industry by taking them with us on every step of our journey. We want to shine a light on the farmers and producers who grow this wonderful coffee, the roasters and cuppers who meticulously develop and curate the coffee, the cafes and baristas who artfully craft coffee beverages for all the people who wish to enjoy coffee.
Our 2020 brand redesign centered on modernizing and unifying our brand elements since Onyx was first established in 2012. We used ONYX Coffee as the primary word mark, an upgraded Onyx skull icon, and the updated “ONYX” Script, as homage to our original logo design, which was displayed on all of our old bags and instantly recognized by our customers worldwide as a sign of our quality.
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Second to the logo, color is the most essential and evocative piece in a visual identity, which is why we curated a palette of primary and secondary colors that align with our values. We want to also share our knowledge of the craft, so we created art and iconography to highlight coffee origins, roasting specifications, brewing parameters and more.
We hope this inspires people to ask more of where coffee comes from and how to brew it in different ways to experience the full tasting spectrum that this wonderful coffee, both fruit and bean, offers to us. Through these new elements, we push ourselves towards improved quality and service, staying true to our mantra: “Never Settle for Good Enough.”
