Playing with the effects of kinetic type, this design uses a distortive method to manipulate certain aspects of the branding. For the illustrative logo, the text is transformed into an organic steam-like manner. The destructive method of distortion is used to reconstruct the text into a new aspect of the illustration. The colours chosen represent the new direction coffee culture is heading towards. The palette is quite young, informal and very relaxed with its bright colours. This allows the product to stand out on the shelf whilst creating a sense of ease for the consumer. This feeling is complemented by the typeface, with its use of curved lines that reflect the organic nature of the product.