Split Shift Coffee Co.

Brewing a brand from scratch.

A top-down view of a coffee table with coffee beans, a cup of coffee, business cards, and a map. The cards are from Split Shift Coffee Company, featuring a lion logo and contact information.

BRAND VOICE DEVELOPMENT
BRAND GUIDELINES

A convenience store chain needed a coffee brand made from scratch. Our first step was to understand the audience. Who drinks convenience store coffee anyway? The answer is simple: the hardworking, on-the-go hero who needs a quick caffeine fix to power through their day. They're not looking for a fancy coffee shop experience; they just want a great-tasting, affordable cup of coffee.

Inspired by this no-nonsense caffeine consumer, we created Split Shift, a brand built on the idea that a hard day's work is a little easier with a good cup of joe. We crafted a brand manifesto to capture this essence and used it to guide every aspect of the brand, from the logo to the packaging.

A dark teal background with concentric circles and abstract shapes.
Split Shift logo with teal background and white text featuring a star between the words

Here’s to the late-night laborers and the early-morning risers. To the workhorses and the busy bees. To the weekend warriors, moonlight managers, and swing-shift soldiers. To the driven, diligent, and disciplined. To the ones who deal in expertise and elbow grease. To the multitasking masters and the power-nap pros. You do what needs to be done without a complaint, a second thought, or a thank you. That’s why we deliver what you need, when you need it. Simply. Consistently. Without a fuss.

Background pattern featuring various coffee company logos, slogans, and graphics, with a prominent red diamond-shaped logo in the center that says 'Split Shift Coffee Company' with a lion's head illustration and the year 1923.
A map, a set of keys, a coffee cup, and some coffee shop flyers on a desk or table.
A man with long hair wearing a blue cap with 'Split Shift Coffee Company' logo, a red plaid shirt, sitting in an old vehicle, holding a cup of coffee.
Red background with two coffee logos: one with a lion's head and the name 'Split Shift,' the other with circular text 'What you need, when you need it, drink it proud' surrounding the logo.

Made possible by the team at Owen Jones.

CREATIVE DIRECTOR
Ethan Allen Smith

ART DIRECTOR
Rachel Avallone

COPYWRITER
Alyson Burke

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