FairWave Specialty Coffee Collective — 2020
Mixing the trend of Fairtrade with fourth-wave coffee, FairWave is a holding company, providing backend support + streamlined efficiencies for local coffee brands.
The name, FairWave, speaks to the brand’s collective approach to doing right by every person who touches our product—from grower through consumer. The logo also speaks to that full cycle. The leaves illustrate plants and growth, but so do the four little diamonds, which represent the four different varieties of coffee beans. And the result of this care is a cup that’s elevated above the rest.
This collective model is so powerful because it brings together unique, individual elements to form something even more incredible—much like a mosaic, which inspired the visual identity of the brand. Referencing the tilework and architecture of Messenger Coffee and the other portfolio brands, we created a geometric pattern that also mirrors the shape of a coffee bean. And with layouts that layer elements on top of each other, we continue that mosaic metaphor.
