Reimagining a Las Vegas coffee chain on the rise.
Royal Coffee Roasting, a specialty coffee brand co-owned by NFL player Odell Beckham Jr., was founded on a commitment to craftsmanship, authenticity, and community. The brand aims to provide high-quality coffee while also making a positive impact by donating a meal for each pound of coffee roasted, blending excellence with social responsibility. As they seek to expand beyond their three locations, Royal Coffee Roasting collaborated with Anthony Hart, a talented designer and longtime friend, known for his work with names like OBJ, Ye, Lil Yachty, NAHMIAS, Soulection, and Nike, among others. When he reached out for this project, we eagerly accepted. We drew inspiration from brands that feature a main logo surrounded by a diverse array of typographic variations. This led us to create a versatile brand identity centered around a hand-drawn, heart-shaped gem mark, ensuring it was accessible, distinct, and inclusive. While initial designs included a diamond logo, it felt inadequate as a universal symbol. However, a simple adjustment—curving the top line—transformed its meaning entirely.