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 label that would bring fresh aroma to the space. With adjacent products appealing to gear–heads typically taking an on–the–nose approach of “fast” visuals, we decided insetad 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 built in cues referential of the auto–world—such as auto–garage scale facade typography, and racing green and hi-beam yellow leading the color palette—while also setting a distinctly curious world for consumers to engage with that directly reflects the eclectic car community. 

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