In partnership with CAAVA Design, I collaborated with the Forum Coffee House to revamp their brand identity and elevate its presence in San Diego, California. The goal was to attract returning customers with a high-end aesthetic, while still maintaining the tech-driven vibe that Forum is known for. I was given creative freedom to develop a new logo and wordmark that would not only stand out in the coffee space but also resonate within the tech industry. To create a fresh, clean direction, I selected the timeless serif font Chester, a strong typeface that works seamlessly across various platforms, from headlines to layout design, and formed the foundation of the logo mark. I also developed multiple pattern variations using the chosen type, providing new packaging concepts that align with the brand’s sophisticated yet approachable image. The Forum is a space where people exchange ideas over quality coffee and conversation, and I aimed to reflect that collaborative, forward-thinking environment through each design element.