EIDOTHEA
COFFEE CO BRANDING
Eidothea is a fictitious Greek-style coffee company concept that I've held on to since my first design course in college. Early on I had a vision of a very traditional, extremely Greek coffee house that didn't really fit with my Millennial demographic. While I've personally found the Millennial generation to be very adventurous, I didn't really see a whole lot of Millennials flocking to a traditional Greek coffee house. Over the course of time, the idea was renamed, redesigned, and reused over and over again which ultimately left me with a bad taste in my mouth.
Coming back to the project felt kind of exhausting but I couldn't shake the feeling I was on the cusp of greatness. So I stripped everything away to a blank slate once again and really thought about my demographic. Where do most Millenials get coffee? Starbucks. With that in mind, I began to think about how I could set the brand apart while still keeping to a Greek-style. I started by converting some traditional Greek elements to have a modern feel while drawing inspiration from a few classic Greek myths. In the end, I finally created something that I felt proud of rather than half-finished and lackluster. With that said please enjoy!
In my last attempt to revamp this project, I knew from the get-go that, like Starbucks, I wanted to incorporate a siren in the logo somehow all I needed at that point was a name. Although I had direction, I surprisingly found difficulty in selecting a name as I didn't want a name that was commonly known, like Athena or Zeus. I also wanted the name to related to the ocean while still reading Mediterranean in nature. After scrolling through several less than savory website, I stumbled upon the name 'Eidothea'. Though she wasn't particularly notable, Eidothea was a sea goddess and fit the bill of requirements that I had set.
I really wanted the logo to be as modern as possible so I keep it pretty minimal and just used the tail of the siren in the mark. At first, I was only using the tail to replace the E in Eidothea but when I revisited the logo I felt it didn't really hold together well by itself. Overlaying the original tail mark over an actually E gave it more balance, in my opinion, and made it feel more substantial.
