The Good Co. Coffee Company branding was designed by the legends of brand identity, Landor. The identity pops out because of its simplicity. It touts a simple black and white color palate with basic materials for the multiple medias it appears on. I really like the interesting copy used on the pieces throughout. Definitely my style, but I think it fits the bill here too. So many coffee shops follow the Starbucks’ style which is never a good move. Never copy another style. What works for them, works for them. You need to be an individual with your brand, your offering, your position, vibe and everything from soup to nuts.