After researching ways to represent their unique island setting without clichés, we landed on the simple line art illustration of the Bananaquit, a common bird found all over the Virgin Islands. After digging deeper we learned that it also belongs to the Tanager family of birds, an important part of the coffee plant ecosystem. We feel the new logo is more relevant and can compete with the current coffee category leaders. The old logo was too limiting visually & typographically. The new logo features a unique and ownable typeface and iconic mark that is recognizable enough to appear on various materials, with or without the wordmark.
As we finalized the logo we started working with the whole team at Virgin Islands Coffee Roasters to start brainstorming new packaging options. We explored different layouts, materials, and structures as we honed in on the solution that worked best.