NOCAFF

Nocaff is a decaf coffee brand that keeps the taste and ritual of coffee while removing the rush that comes with it. It’s simple and self aware, offering a relaxed way to drink coffee.

The “NO” symbol came to mind while creating this logo, so I utilized that in the O and made the crossbars in the two f’s look as if they’re cutting through and crossing out “caff”. I also gave the wordmark some flow and rhythm to represent the ritualistic, flow and rhythm of a morning coffee routine.

The icon was inspired by the phrase “stop and smell the roses”. I made the flower icon out of coffee beans. The soft color palette also reflects the idea of a calm morning spent truly savoring your coffee.