In collaboration with Ryan Dean-Corke
Brief & approach
One of Birmingham’s first independent coffee shops and now with four locations including a new venture in Budapest, the team decided it was time for a refresh.
Over the years the coffee company has diversified into offering much more as a venue, now fully licensed and offering a restaurant menu as well as regular events and pop ups, they needed a new identity to help them transition into the future.
Urban were keen for the new identity to be an evolution of their current brand, retaining aspects and reflecting their growth as a company.
More than just a logo...
As part of the process we worked with Urban to suggest how various objects could use the new brand in a consistent system. This ranged from packaging for products, to building signage and poster templates.
The logo needed to feel solid and confident, but also reflect the made by hand nature of the venues and food. Urban has always aimed to be a welcoming space where both staff and visitors love to meet and work, with an informal atmosphere and personality.
We created a modified version of Bizon (created by Studio Fago) for the logotype, redrawing the characters to achieve just the right amount of “rough around the edges” as well as creating a suite of punctuation and numerics to allow the team to use the typeface going forward.
The previous Urban brand used the coffee ‘cc’ swirl extensively and they were keen to retain this aspect. We updated the symbol to feel more textured and confident.