THE BRAND IDENTITY FOR
Front Door Coffee
THE BRIEF
When Allen and Hayli came back to collaborate on a second project, I was honored to join them once again. This time, they had a new vision, an opportunity to open a coffee shop inside their local community hospital. The mission behind Front Door Coffee was deeply personal: to create a space of comfort, connection, and care for both hospital staff and the loved ones of patients receiving care.
While their first brand, Living Room Roasters, focused on community through conversation, Front Door Coffee needed to carry that same heart, this time in a space where emotions run high and comfort is essential. Allen and Hayli wanted the brand to feel like a welcome mat at the threshold of support. A place where everyone, from nurses on break to visitors in need of warmth, could feel seen and held.
The name Front Door Coffee captures exactly that spirit: open, familiar, and grounding. Our goal was to create a brand identity that invited people in with kindness, making them feel, even if just for a moment, at home.
THE DESIGN PROCESS
From the start, Allen and Hayli were clear on one thing: the brand needed to feature a front door. Not just any door, but a symbol of what Front Door Coffee truly stood for, walking into a space that feels like home. A place of comfort, ease, and belonging.
So I did what I love most: I picked up my pencil and began to sketch. I envisioned a door that stood strong, much like the people who pass through the hospital every day, resilient, hopeful, and in search of something grounding. This illustration became the cornerstone of the brand, paired with a soft, approachable typeface that felt welcoming and easy to read in a bustling environment.
We selected a purposeful color palette rooted in emotion and psychology: grounding greens for calm and connection, gentle blues to evoke trust, and warm neutrals to round everything out with a sense of comfort. Every detail was designed with intention, including a final set of hand-drawn illustrations representing the café’s food offerings, many of which cater to dietary needs like gluten-free or dairy-free options.
The result was a brand that feels as thoughtful and supportive as the space itself. Friendly, calming, and sincere, Front Door Coffee was designed to meet people right where they are, with open arms and something warm in hand.
