Pedestrian Coffee
Brand Strategy / Brand Identity System / Photography / Packaging / Signage
Pedestrian Coffee is a coffee company based in Chicago, IL, committed to making great coffee feel inclusive.
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Pedestrian’s aim is to reach both the specialty coffee connoisseur as well as the average “morning cup of joe” drinker, offering beans specifically curated for the way people drink.
PROBLEM
All too often, great coffee has the reputation of a weird art film: “pretentious and inaccessible.”
This is a problem Tim Taylor, founder of Pedestrian Coffee found too common. From the menu to the way baristas interact with customers, coffee can feel all too daunting for a lot of people. All the coffee specs and selection customers are often bombarded with can easily go over the average coffee drinker’s head.
How does a coffee brand retain its appreciation for specialty coffee and all its intricacies while also remaining accessible to the general public?
SOLUTION
We started by dialing in Pedestrian’s tone of voice and attitude. We worked on making sure of all the copy and coffee information was highly accessible to the average coffee drinker. From Pedestrian’s brick-and-mortar menu to the online digital experience. We provided Pedestrian with our full suite of services — from logo design and signage to coffee cups and a website. Together, all these elements are meant to position Pedestrian as a trusted coffee brand that believes coffee isn’t just for hipsters.
COLLABORATORS
Lifestyle photography by Mathew Nimmo
Product photography by Tim Wright
Copywriting by Pip Craighead
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What puts Eleazar a step above the game is that he's also a savvy business owner. He understands and can relate to the struggles and successes of the everyday business owner. He is driven to succeed for himself as well as his clients. From this place his team effectively communicates and works with real deadlines while working with a budget. The result is a brand that I'm proud to represent.
— Tim Taylor, Owner & Head Roaster at Pedestrian Coffee
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