Nicole Passmore

Sugar Shack Donuts was looking to become a part of the Richmond coffee roasting scene. After bringing in a passionate coffee roaster they asked us to create a new brand for their coffee.

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Our goal was to create an inviting brand that could capture Richmond and compete with the many popular coffee shops. The challenge was to create a brand that incorporated old world imagery, water, and was unique to the Richmond market.

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Our strategy was to develop a new brand identity that stood out against the typical Richmond coffee shops. We based our name off of old sailing ships using the four winds to travel and ship goods. I researched many old sailing ships as well as nautical tattoo artwork in order to develop sketches to use in our logo, which can be seen to the right. We also developed a brand manifesto in order to tell our one of a kind story. Our final brand identity for the roasting company were presented in front of the roasting company's owner and head roaster, as well as to Sugar Shack Donut's social media head. The presentation can be found below showcasing our brand development and strategy.

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Art Directors: Nicole Passmore, Jack Fagan, & Owen Cmeyla

Logo Design: Nicole Passmore & Jack Fagan

Strategy Team: Nicole Passmore, Jack Fagan, Emily Mondloch  Owen Cmeyla, &  Michael Bottorff