sarah simmons-krohn

Never Coffee

 

BUILDING A BRAND FROM THE GROUND UP

Photo by Marshal steeves

Photo by Marshal steeves

Roles fulfilled for Never Coffee

  • Brand Development
  • Creative onsultant for interior design
  • Art direction:
  • Website, Webshop, and Social Media

  • Product & Specialty PackagingDesign and Develpment 

  • Brand Visuals / Motion graphics

 

  • Copywriter
  • Collaborations Coordinator
  • Interior Design
  • Mural Painter
  • Never Painter Series Painter

THE QUESTION

The question was obvious. How do you design a coffee shop that stands apart, steps out of line a little bit, dances to its own rhythm while still providing excellent quality drinks and service, a classy atmosphere and welcoming clean aesthetic? To the Juliet Zulu Team the answer was simple. Color. Bring color back to the coffee shop. Brighten up the cup. Let the joy in.

THE SPACE

If color was the answer then shapes became the vehicle. Art Director Sarah Simmons and lead designer Grace Potts began exploring paper-cut shapes and a rich library of colors to narrow down the feeling of Never... and it is a feeling. 

The neon sign that calls the early morning sleep walkers is just the beginning of the visual experience of Never as a space. An enticing mural painted by Simmons stands out on the back wall, while wood accents, a classic marble bar, and intriguing green tile balance out the small commuter cafe to be the perfect morning stop in.

 

“From logo design to web design to online shop design, nothing was left unturned. We did it all. The details matter to Never Coffee and details matter to us as makers.”

 

Signature Drinks

Never's signature drink game is strong and needed a system to not only describe the contents of the drink but show the character of each drink in a unique way. This launched us into starting the Painters Series - a special card painted specifically for each drink with ingredients on one side and art on the other. You can describe a taste all day long, but you can share a moment with color and line.

 
never_journal_post--4.jpg

 

 

Signature Drinks

Never's signature drink game is strong and needed a system to not only describe the contents of the drink but show the character of each drink in a unique way. This launched us into starting the Painters Series - a special card painted specifically for each drink with ingredients on one side and art on the other. You can describe a taste all day long, but you can share a moment with color and line.

 

Product Design And Packaging 

Coffee culture is a lifestyle and the products that carry the name Never had to seamlessly fit into the world we had created.  Every detail was accounted for from specialty packaging for collaborations to the name brand apparel that is sold in shop and online."

 

*This text is an excerpt from a post I wrote on the process of branding Never Coffee for the juliet zulu journal.

 
 

Never painter series

Role: Art director, painter

The signature drinks at never coffee Play a huge role in what makes the shop stand out. With the launch of the new drink "holy grail" the signature drinks needed new description cards that enhanced the experienced of asking "what is in that?" by making little visuals that tell the story far better than words...

although don't worry,
there was an ingredient list on the back of each card as well. 

 

 
holy grail    

holy grail

 

midnight oil    

midnight oil

 

 
oregon    

oregon

 

rich kid    

rich kid

 

the hug    

the hug

 

 
 
 

"The simple white exterior is offset by a neon sign, of which each letter is a different color. Inside, the subtle color theme is carried through from the logo on the coffee machine to the sign of menu options to the bold green tiled floor. The real star of the space though is the colorful and abstract Belmont mural."

notey.com

"Belmont is hopping. Proof: Never Coffee Lab, a colorful pocket of sanity tucked into the dingy streets and endless construction. First things first: The interior of Never is a cheery homage to Matisse, and the color is carried through to the menu, custom Strada espresso machine, and the turquoise floor tiles. "

pdx.eater.com