ARMOR Coffee is a new venture for a husband and wife duo in Allen Texas. Being veteran owned and operated is an important aspect and something they wanted to incorporate without overwhelming the brand. They came to me with a few ideas to focus on. I created a bunch of logo options that we eventually honed down to a series of logos, badges, and icons.

The "Lone Star Rhino" became the icon to represent the resiliency and toughness of military veterans, with the single star as a nod to the state of Texas. Having a versatile assortment of elements enables them to keep brand consistency over the numerous items within the coffee shop.

The coffee blends, which are military lingo, were already conceived and needed to be packaged in a cost effective manor. While it would have been cool to print on the bags, it would have added substantial cost, so we went with a simple label/sticker system. Stamps, stickers and pins were another versatile way to keep brand consistency without paying for bulky printed items.