Morning Ritual is a coffee and donut shop that specializes in creating a special morning experience for their customers. They believe that the morning sets the tone for the rest of your day, which is why they put so much love and care into every cup of coffee and every bite of our delicious donuts. Their focus is centered around infusing your morning with positive energy, so you can tackle whatever challenges come your way with a clear and focused mind.

goal: create a logo and branding guide using the companies core competencies.

solution: The creative process for this logo design involved a deliberate and thoughtful approach to bring the feeling of ritual and spirituality to the design. I drew inspiration from Pagan and Wiccan symbols, specifically selecting glyphs that represented blessings, the sunrise, and the moon, to create a logo that conveyed a sense of spiritualism and a feeling of ritual. I noticed that some of these symbols shared similar shapes to that of a donut and a coffee cup, thus bringing together the design elements of the coffee and donut shop in an intriguing way.

I also wanted the logo to radiate warmth, as one would feel when watching the sunrise or enjoying the first sip of coffee in the morning. To achieve this, two orange colors were chosen to represent the hues that can be seen as the sun rises. The combination of warm colors, spiritual symbols, and the subtle nod to coffee and donuts creates a unique and compelling design that effectively communicates the essence of the brand.

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