Mad Beans has a unique vision - not just to create a new brand identity, but to weave a cohesive and compelling narrative that authentically reflects their ethos and playful personality within a premium, corporate setting. The challenge was to encapsulate Mad Beans as more than just an exceptional coffee brand but as a socially responsible entity, prioritising community impact over profit.

Our mission was to craft a brand that individuals and businesses alike would take pride in affiliating with. The heart of Mad Beans lies in a commitment to doing better for the planet and its people, exemplified by the business's remarkable pledge to donate 50% of its profits back into the community.

To visually represent this drive, we opted for a bold thick typeface coupled with a fun squiggly monogrammatic logo mark, seamlessly blending professionalism with a sense of fun and purpose. The resulting brand is a unique fusion of a clothing brand aesthetic with the world of coffee, embodying both style and substance. Drawing inspiration from masculine street-style fashion, the earthy colour palette, featuring deep greens and a pop of terracotta orange, further reinforces Mad Beans' commitment to sustainability, creating a brand that wears its values proudly and stands as a testament to the fusion of passion, purpose, and playfulness.

Agency: Designedly