Hernán Lopez started Alias Coffee Roasters in 2020 as a micro-batch roasting company pop-up in Troy. He opened the Troy storefront in 2022 and a second location in Albany in 2023. The shops quickly become popular in the busy independent coffee shop market, and Hernán's passion for the craft is a driving factor. ALIAS had 3 logos in such a short time and Hernán wasn't feeling any of them. He wanted the look of his brand to be the same quality as his beans and a logo to be proud of.
After a discussion about his needs in a new identity, E7 went to work. We explored various mood boards with Hernán and settled on a directions. From there we presented several options that followed the chosen direction and we landed on a unique typographic solution that was poured across all touch points of the brand. In teh end several versions of the logo were provided as well as a style guide. E7 also employed the new look to ALIAS bean packaging where they saw a big upswing in sales once the new brand look rolled out.
After presenting Hernán with various brand scapes to get his feedback, we set out with research, explorations and lots of time grinding out multiple concepts and iterations. In the end, we landed on an identity that evokes a unique, elevated feel that will look great on all his merch and materials and grab attention in the area's coffee-soaked market.