Halfwit Coffee Roasters is a craft coffee company that focuses on providing baristas and consumers with a panoramic understanding of coffee from the first leaf to the final sip. This mantra plays out in its brand identity which takes a super scientific approach to the design elements and execution.

The set of icons that drive the brand’s uniqueness have a chemistry-like feel. They’re encased in a hexagon shape so they can interlock and live on their own as needed. The color palette is cold, almost like a lab would be with its fluorescent lighting and slightly chilly temperature.

The coldness of the design aesthetic is offset by vintage, nostalgic photography displayed in monochromatic tones. It’s as if George Orwell got together with John Robinson over a delicious cup of Joe.

Designed by Firebelly (who also designed Dollop if you’re interested in seeing more of their work.)

1dafb233726020-56b66f7b13080 2e1be233726020-56b51690c16f9 781b0733726020-56b66f7b14219 935ae533726020-56b51690bad6c 4229cf33726020-56b51690c3bfa 50184d33726020-56b51690c637c 72493a33726020-56b51690b4ce5 25772133726020-56b51690b25bb 48273333726020-56b66f7b0f737 98262733726020-56b66f7b10965 a14dc233726020-56b51690b629b a7203733726020-56b66f7b11d2d a9861733726020-56b51690bf4f4 aefb0d33726020-56b51690b893d bb07e733726020-56b51690c0600 cafb8833726020-56b51690b3852 e8466033726020-56b51690be42e ffbf7633726020-56b51690bd2cb