Down East Coffee. Character concept
Developing a heroic brand character icon
Illustrative brand logo concept by Chris Mitchell, commissioned by KHJ Brand Activation for Down East Coffee. A brave Sea Captain in a hero pose is depicted at the wheel of his ship, battling with the elements to import premium ingredients across oceans. All elements contribute in projecting the nautical heritage of the company. The vintage travel poster style of the illustration is also in keeping with the historic theme.