The Hollow Coffee Brand Identity Project

For this assignment, I was tasked with creating a custom brand identity for a coffeeshop using the brand archetype "the magician." The magician archetype focuses on cozy, whimsical elements that create a sense that anyones' dreams can come true. I wanted The Hollow to be a place in which customers can come and escape their day to day responsibilities and find peace even if it is just for a moment. 
The key in the logo was a purposeful design choice that is meant to communicate a sense of mystery. It says that this place is a hidden gem that requires a key to get in (although in reality it is open for anyone). 

These are the alternate logos and colors. The text was custom built and was inspired by old blackletter and uncial fonts.