Common Ground
A fictional coffee house with an identity built around the simple pleasure of finding your usual place.
COMMON
GROUND
GROUND
There’s always
room for one more.
- Concept
- Neighborhood coffee
- Scope
- Strategy · Identity · Digital
- Status
- Self-initiated fictional project
Good company. Better coffee.
The starting point
Create a recognizable coffee brand that feels sociable and everyday, rather than precious or exclusive.
The direction
A confident wordmark and a vivid coral field make an immediate impression. Plainspoken copy and generous type turn the menu into an invitation.
Made to work in the world
From a takeaway cup to the morning menu, the system keeps its character at every size. A digital direction carries that same directness into the first click.
Your usual. Anything but ordinary.
A different brief. A different voice.
See how the studio’s approach changes with the character of each business.