Once Upon a Coffee is a place where creative people can meet in front of a cup of coffee.
The coffee shop is based in Shoreditch, one of the most creative borough of London. It's full of books and sofa where people can chat, drink or read. It's also hosting book clubs or artistic events.
When I thought about the name, I tried to figure out how a coffee shop can be more than a place where you buy and drink coffee. In my opinion my logo represent what a coffee shop in a place as Shoreditch should be. It's simple, with thin lines, but it gives you an idea of what the company can be. The books below the cup of hot coffee can be used as graphic elements for all the brand identity of the company.