St. Petersburg-based independent design agency F61 works with clients both local and global, on a wide variety of fields, from branding to video production, as well as interior design solutions, always reaching for the highest level of quality and detail. One of their latest endeavors includes a branding and packaging concept design for Habit.
An identity that reflects the freedom and ideology of its founders – as well as the coffee culture as a whole
Habit, a bright and ambitious project created by professionals with extensive experience in the coffee industry, with an aspiration to create a habit of living freely and brightly in a world where each glass of coffee is not just a drink prepared by the skillful hands of a barista, but also an emotion that sets the tone for the whole day.
…an aspiration to create a habit of living freely and brightly in a world where each glass of coffee is not just a drink prepared by the skillful hands of a barista, but also an emotion that sets the tone for the whole day.
The name Habit and the brand’s philosophy became the starting point for F61 to develop a visual identity. Habit is a project about more than coffee, “it is about emotions, freedom, and the habit of treating yourself”, the design team writes. “Bright and bold, it kind of tells us: A bad day? — Maybe coffee? A good day? — Coffee?. No matter what happens and wherever you are — find the time to treat yourself”, sums the studio.
F61 aimed to reflect all these ideas in the concept, in which the logo is a dynamic free form that can fill the entire surface, hide in a corner, or even start dancing around with the slogan — imitating complete freedom. And ironic characters always find time for a cup of coffee in any given situation.