Slug Mug is a new coffee shop with the goal of ending that dreaded sluggish feeling we all hate. Each mug is filled with flavorful, freshly brewed coffee to help you push through the day and conquer tasks! To emphasize the sluggish feeling we get from time to time, I wanted to design this brand in black and white and juxtapose it with cartoon-like illustrations that mimic Slug Mug’s upbeat voice. The combination of “boring” colors with upbeat, witty illustrations visualizes the relationship between drowsiness and the effects of caffeine, producing brand elements that stand out from competitors like Starbucks and Dunkin Donuts who neglect the reason why you want their products. Slug Mug’s branding cleverly incorporates why customers feel they need their products to eliminate sluggishness and take on the day!