Third Cup Coffee Co.
The meaning behind the name became the foundation for everything.
Jes had a concept she believed in and a name she loved. What she needed was to understand what the name was actually saying, so the brand could start saying it too. A name without a story is a placeholder. The work began with that question: what is a third cup, really, and why does it matter that this one exists?
( Client )( Service )3-6 Weeks
Digital Presence & Narrative Optimization
Jess, Founder.
( Timeline )
— Third Cup Coffee Co
The Approach
A Brand Story Session and logo design engagement that started exactly where it needed to, with the meaning underneath the name. The first cup wakes you up. The second gets you moving. The third one is different. It's the cup you choose. The one that isn't about efficiency. That recognition became the brand's foundation: a product built around connection rather than caffeine. Everything that followed, the earthy, muted palette, the warmth in the logo, the menu layout, the social variations, grew from that single honest observation.
The OutcomeA brand system with something to stand on. Third Cup launched with a clear identity and a story Jes could tell without thinking about it, because it was already true. The aesthetic felt effortless because the meaning came first.
"I didn't realize how much the name was trying to tell me until we actually sat with it. Once we found that, everything else made sense."
