The original identity for The Well Coffeehouse was somewhat generic: it could have represented any coffee shop. The new identity for The Well, created by Carpenter Collective, is highly distinctive and it illustrates its mission: “Turning Coffee Into Water.” The company funds clean water wells and addresses safe water needs around the world.
From the Carpenter Collective website: “A large part of strategy behind the new brand identity was defining their mission: Turning Coffee into Water. We set out to build a visual system that makes this story tangible and unmistakable. The brand’s visual library is deliberately fluid, drawing inspiration from the movement and life-giving qualities of water. From the logo marks to the supporting icons, every element was designed to reflect the transformation that occurs when a simple cup of coffee fuels access to clean water around the world. What was once a vague or secondary idea is now placed at the heart of the brand—reminding audiences that The Well Coffeehouse was founded with a clear purpose and an unwavering passion to create meaningful global impact.
“With The Well Coffeehouse’s core message of Turning Coffee into Water, our team drew inspiration directly from water itself. From the illustration library to patterning to the custom wordmark, every element of the visual identity reflects the movement, fluidity, and life-giving properties of water.”
