The heart and soul behind Laughing Mystic grows out of their love for community. First they loved enjoying coffee and cold brew, then they decided to make their own, and then they became awesome at it. Friends of the business pushed them to get their cold brew coffee out into the hands of more people, and Laughing Mystic was born. At the same time, the owners of Laughing Mystic were heavily involved in the special needs community in San Diego, and wanted to have a way the community could benefit. Laughing Mystic is a strong supporter of the special needs community. They have created a business that ties that support right into cold brew coffee.
The Laughing Mystic cold brew branding process started out with a few simple goals: Make something awesome & rad, and have it be classy. Coffee branding, like branding in any specific market, can fall into a few cliches. We wanted to stay away from using stereotypical coffee graphics like a mug, coffee beans, or any other typical coffee machinery. We also knew that this brand design would be heavily used on packaging, apparel, stickers, and directly on the cold brew bottles. So we wanted to create a brand that would be well suited for all these environments. Early in the project we established our color pallette of a grayscale heavy on the dark end, and gold. Gold has long been a symbol of wealth, class, and value. Laughing Mystic’s quality cold brew was definitely worthy of a high value image. For the logo, we focused on the use of strong lines and soft curves. Through a series of proofs and discussions with the client, we arrived at a roaring 20’s style. From there, we expanded from the logo to flesh out the rest of the brand. The secondary icon and package, sticker, apparel designs, and website fell into place very quickly with a very clear direction laid out.
SLTFNDRY provided creative direction, branding, and web design.
