Established in 1996, CUPS Coffee is a family-run and locally-owned coffee business in downtown Indianapolis. As one of Indy’s first independent coffee shops, they have a loyal and enthusiastic customer base, but it wasn’t until recently that they began developing a brand. CUPS Coffee required visual branding just as friendly, energetic, and wholesome as their customer experience has proven to be for over 25 years. Pulling inspiration from their original logo, we went with a bold and playful color scheme, and we coupled clean and versatile Future with a thick handwritten font for maximum readability and fun.