Brakes & Brews2023
Brand identity for Brakes & Brews — a motorcycle and coffee culture brand. The system needed to capture the grit of the road and the ritual of a good cup, in a badge that earns its place on a jacket or a cup sleeve.
Problem
Brakes & Brews sat at the intersection of two passionate communities — motorcyclists and specialty coffee drinkers. Both audiences had strong aesthetic instincts and would reject anything that felt inauthentic or mass-produced. The mark had to feel earned.
Approach
Vintage badge systems were the design language — circular marks with arc text, illustrative elements, and a palette of cream, dark brown, and black. A yin-yang structure pairing a disc brake with a cup became the central mark concept, embodying both sides of the brand in a single, balanced form.
System
A complete badge identity system with multiple design rounds exploring different combinations of motorcycle and coffee iconography. The color grid and typography specimen were delivered alongside the final lockup, giving the client a complete production-ready system.
Outcome
The final badge system was applied across coffee cups, merchandise, and signage. The illustrative style and vintage palette made the brand immediately recognizable and earned genuine affinity from both communities the brand served.
