05/20 — 2025 by abduzeedo Discover Coolbeans' vibrant branding and visual identity. See how fresh aesthetics redefine sober social experiences with captivating design. Gen Z is setting a new trend for social gatherings, stepping away from alcohol and drugs. This shift has opened a unique opportunity for businesses like Coolbeans, which is redefining sober spaces as vibrant and lively places to hang out. They offer delicious caffeinated beverages in an environment that feels effortlessly free and youthful.   A Fresh Aesthetic and Playful Tone The brand identity and art direction, led by Sarah See, embrace a fresh, youthful aesthetic. See's approach to language is notably "tongue in cheek and not too serious," adding a playful touch to the brand's voice.   The design utilizes stark white as a backdrop, which makes the logo pop and subtly hints at the clean, sharp flavors of their drinks. This minimalist approach creates a striking visual impact.   The Wordmark: A Display of Liberation The Coolbeans wordmark is a key element of its branding and visual identity. It features a spectrum of greens and blues, paying homage to the rainbow and queer communities. This thoughtful color choice adds depth and meaning to the brand's visual representation. Furthermore, the wordmark uses warping to create a sense of movement and energy, symbolizing liberation. This dynamic visual element reflects the brand's vibrant and free-spirited nature.   The color palette is further enhanced by the hard contrast of cobalt blue against a soft mint green. The design team delved into the "nitty gritty details," exploring various wordmarks and experimenting with printing on contrasting fabrics, ensuring every element was meticulously considered.   Sensory Experience Through Cold Brew Coolbeans offers cold brew coffee in both 330ml and 220ml cans. These cold brew options provide an uplifting, sober alternative to the usual canned beers and ready-to-drink beverages often found at social gatherings. The visual, material, sound, and taste of a Coolbeans cold brew can hit "many sensory markers," providing a perfect non-alcoholic option.   The brand extends beyond beverages to merchandise and packaging, as seen with their branded tote bags and coffee bean bags. The consistent use of the vibrant wordmark across these items reinforces the Coolbeans brand. Even their hats carry the distinctive Coolbeans logo, extending the brand's presence into everyday wear. From their clean can design to their playful coasters that invite you to "Grab a Cool One" or declare "Too Cool for School", every detail reinforces the brand's message.   Coolbeans is based in Cape Town and Sydney, bringing its unique sober experience to new audiences.   The thoughtful branding and visual identity of Coolbeans exemplify how design can shape new social norms and experiences. It’s a compelling example of how a fresh aesthetic can redefine a market. Explore more of Sarah See's work Credits Brand Identity and Art Direction: Sarah See Photography:  Esra Afsarr and Daniel Hooper Mockups: Mockup Maison, Bendito Mockup, Unblast Branding and visual identity artifact Tags branding