This logo was created for a bold American coffee brand catering specifically to tradesmen—those who work with their hands.
The emblem features an illustrated white skull shaped like a coffee mug, blending grit with purpose. A gold thunderbolt strikes through the top, symbolizing raw energy, power, and the drive behind a hard day’s work. The overall style is hand-drawn and organic, reflecting the hands-on nature of the brand’s audience. Strong, simple, and striking, the design captures both the toughness and ritual behind a worker’s first cup.