day OFF — Specialty Coffee Brand Identity

day OFF is a specialty coffee bar built on a laboratory conceit: dirty coffee held at minus 86 degrees, the temperature of a lab freezer. The identity had to carry that joke with a straight face.

The wordmark is drawn from laboratory glassware. The O in OFF becomes a round-bottom flask with a neck, and the full stop lands like a single drop. Everything else stays out of the way — one geometric sans, black and off-white only, and a fine vertical stripe that reads as both a lab coat and the ribbing on a paper cup.

The system runs across cups, lids, bean bags, boxes, aprons, mugs and totes, and across both the blade sign and the street billboard, where the flask mark stands alone without the name.

Deliverables

• Primary wordmark and flask monogram
• Monochrome colour system and stripe pattern
• Cup, lid and bean bag packaging
• Boxes, menus and in-store collateral
• Aprons, mugs and totes
• Blade sign and street billboard