Brewed for a Life in Motion™, Motoring Coffee is a boutique coffee label and cafe geared towards auto–enthusiasts.

An ongoing partnership, we initially worked with the label’s founder over the course of a year to strategize, design, and develop an identity and positioning for the coffee label that would bring fresh aroma to the cafe space. With adjacent products appealing to gear–heads typically taking the on–the–nose approach of “fast” visuals, we made the decision instead to create a more versatile system that could be directed in a myriad of ways. In consideration of the democratizing aim of The Motoring Co. overall, we crafted cues that feel referential of the auto–world—such as auto–garage scale facade typography, and a color palette complete with racing green and hi-beam yellow as leads—while also setting a distinctly curious world for consumers to engage with. The result is a slick yet off-kilter design ecosystem that directly reflects the eclectic car community, aiding everyone to find themselves within it. 

With locations now in both Los Angeles and San Francisco, and further expansion on the horizon, the brand’s popularity has continued to accelerate smoothly amongst the auto community and coffee lovers at–large.