This is a personal project I did while studying for my MA.
“A shot in the dark” is an existing coffee house in Cardiff, Wales, UK.
The intention was to create a unique logo and identity so as not to look like a big retail coffee house but a place that offers a unique experience. While these big brands focus on coffee and/or the experience around it, this one focuses on people.
Since the target audience consists mostly of students and young people, the logo was designed to communicate this as a perfect place for chatting, laughing, relaxing and having fun.
Typeface is specifically chosen so that curly letters and serifs match well with the logo.
Red and orange were used to reinforce the bright and positive side of the logo while brown connects with coffee and its whole experience.