Tazza Coffee had a unique name for their business, but it didn’t immediately stand out as a coffee shop to their potential customers.


To create a memorable visual brand identity that would be recognizable as a coffee shop and appeal to 25-40 year olds.


We created a bold logo mark that included a coffee mug between the z’s in the business name. Zzz is an onomatopoeic representation of snoring. It was commonly used in media where sound effects were not an option, notably in comic books. In reference to the onomatopoeic representation, we chose to put the coffee mug between the z’s in Coffee to disrupt the concept, as if to wake up the viewer just like the effects of coffee do. This design was applied to multiple print and online assets, and works as a full logo mark, as well as just the two z’s on their own.