Boundaries Coffee is Texas’ newest craft coffee destination, and they’re on a mission to push the boundaries of the everyday coffee experience. To launch their first location, they partnered with EightySeven to create a new brand look and feel for a Texas take on espresso.
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Brand Strategy
Brand Identity
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BOUNDARIES COFFEE
Craft coffee made for Texas.
Tempting Texans with a damn good cup of coffee.
To Boundaries Coffee’s Founder, Daniel Keene, there’s no comparison between quality craft coffee and the traditional quick-serve coffees that most Americans settle for on their daily commutes. Craft flavors and aromas simply hit different.
But for whatever reason, whether craft coffee’s just too slow, too pretentious, or too expensive, too many people never give themselves the chance to give it a try and let it elevate their everyday experiences. Daniel wanted Boundaries Coffee to change that.
With his vision, plan, and location in place, Daniel tasked EightySeven with creating a down-to-Earth brand identity that would invite Texans to see how much better their everyday grind could be with a better cup of coffee. He needed the full gamut. Logos, colors, type, tone of voice, signage, and packaging.
Hot coffee, chill vibes.
If we were going to wake Texas up to the possibilities of a better cup of coffee, we knew we needed a brand experience that they could relate to – one that was cool, friendly, unpretentious, and felt like it was part of the community.
We looked to the movies for inspiration, locking into a cult-classic coming-of-age story that took place deep in the heart of Texas, Dazed and Confused. Everything from its iconic soundtrack to its color palette, styles, and characters played a role in the process.
Brand Focus
87BrandFocus Workshop
Brand Core & Audit
Vision & Values
Audience & Personality
Brand Focus
Essential Brand Statements
Brand Action Items
Our Brand Spark
Come on over to Boundaries.
We’re new-age coffee with old-school Texan values.
We’re not trying to be everything to everyone.
We don’t need a million-and-one menu items to serve up one-in-a-million flavor. We just believe in being really good at what we do.
It’s why we push the boundaries of what your everyday coffee can be with craft flavors that are exceptionally roasted, expertly brewed, and enthusiastically served to you, our neighbors.
Like you, we take pride in being great, from the ground up.
Brewing up a Texas-sized brand personality.
Though it was his first role, the character of Wooderson is still one of Matthew McConaughey’s most memorable performances. His chill, charming drawl and warm, confident smile made Wooderson a character that people gravitated toward.
If we were going to fight the stigma of pretension and bring craft coffee back down to Earth, we knew that channeling the cool confidence of someone like Wooderson through our brand voice was an alright, alright, alright way to do it.
Brand Voice
StoryBrand Framework
Brand Voice
Messaging
Language Guidelines
Voice Direction
Elevator Pitches & Sales
Manifesto
Brand Story
Welcoming the craft coffee curious with a warm, nostalgic look.
Inspired by the spirit of Dazed and Confused, the visual identity of Boundaries leans into a feeling of nostalgia and Texan/Americana pride.
Texas served as the inspiration for our colors and visuals, and we made sure to sprinkle details that leaned into the brand’s Texas heritage throughout the experience. The color palette is a modern take on classic red, white, and blue, leveraging fresh, yet familiar shades of the U.S. and Texas flags that beckon people to give Boundaries Coffee a try.
We went with a retro typeface, Beale (a custom font from the amazing team at Hoodzpah Design) to give the brand a fun, groovy vibe.
The combination gives the brand a fun, classic, Texas-grown feel that’s true to the neighborly vibe Daniel was looking for.
Brand Visuals
Brand Storyboards
Visual Identity
Graphic Elements & Illustration
Typography
Art Direction
Brand Guidelines
Photography
Adding flavor to the entire brand experience.
This down-to-Earth retro Texas vibe is a feeling we wanted Boundaries to deliver through the entire brand experience.
The cups are adorned by fun quips and icons, and friendliness and approachability are key characteristics they look for when hiring new staff. Everything about the Boundaries brand is designed to feel local, friendly, inviting, and deeply Texan…from the ground on up.
Brand Activation
Brand Guidelines
Packaging
Cup Design
Signage
Experience Design
Menu Design
