Brand Architecture
Naming
Positioning
Purpose and Values
Brand Guidelines
Brand Identity
Art Direction
Packaging
Fuel is a popular coffee shop and espresso bar based in West Sussex, known for its dedication to quality at every stage of the process—from sourcing green coffee to small-batch roasting and carefully considered brewing methods.
Committed to delivering a healthy dose of hospitality with every cup, Fuel shares its passion for high-quality coffee with the wider community.
The name and logotype take centre stage for this small independent coffee shop, drawing inspiration from vintage car typography and railway lines to form a unique and subtly nostalgic visual identity. A restrained monochromatic palette underscores the brand’s character, enhancing the overall experience through thoughtful furnishings and sensory cues.
A comprehensive set of brand guidelines was developed, including variations of the logotype for use across a range of touchpoints, such as apparel, packaging, and takeaway cups.
