The revolution continues.

Public Espresso is a hometown success story, growing in three short years from humble beginnings into a game-changing local coffee brand. However, as Public’s business continued to grow, they began to outgrow their brand identity. Poised for growth, in anticipation of opening several new cafés, Public turned to Block Club to elevate their brand to the next level. We started by reorganizing their current identity—a bold, black and red, Soviet-inspired motif—as a multi-faceted system, with numerous lockups for different applications. This adds dimension and visual interest, giving customers different ways to experience the brand. We re-drew the brand’s hammer-wielding communist worker character—the Bolshevik barista, affectionately dubbed “Vlad”—in a clean woodblock illustration style to sharpen and polish the look. With the custom and distinctly Constructivist logotype, we were conscientious to avoid the clichés that come with that aesthetic. The identity was applied to a newly unified product packaging system for whole-bean coffees and cold brew bottles, incorporated into store signage, menus, stationery and in applications that bring the brand to life on everything Public touches. With a fresh face, Public’s new identity is ready for the masses.

AWARDS & PRESS

2017 GOLD ADDY
Sales and Marketing: Packaging (Espresso Bag)


2017 GOLD ADDY
Sales and Marketing: Packaging (Espresso Bag)


2017 SILVER ADDY
Sales and Marketing: Packaging Campaign


2017 SILVER ADDY
Elements of Advertising: Identity