Pedestrian Coffee

Brand Strategy / Brand Identity System / Photography / Packaging / Signage
A hand holding a black travel mug with white text that reads 'Extraordinary Coffee for Everyday People' against a dark background.

Pedestrian Coffee is a coffee company based in Chicago, IL, committed to making great coffee feel inclusive.

  • Pedestrian’s aim is to reach both the specialty coffee connoisseur as well as the average “morning cup of joe” drinker, offering beans specifically curated for the way people drink.

    PROBLEM

    All too often, great coffee has the reputation of a weird art film: “pretentious and inaccessible.”

    This is a problem Tim Taylor, founder of Pedestrian Coffee found too common. From the menu to the way baristas interact with customers, coffee can feel all too daunting for a lot of people. All the coffee specs and selection customers are often bombarded with can easily go over the average coffee drinker’s head.

    How does a coffee brand retain its appreciation for specialty coffee and all its intricacies while also remaining accessible to the general public?

    SOLUTION

    We started by dialing in Pedestrian’s tone of voice and attitude. We worked on making sure of all the copy and coffee information was highly accessible to the average coffee drinker. From Pedestrian’s brick-and-mortar menu to the online digital experience. We provided Pedestrian with our full suite of services — from logo design and signage to coffee cups and a website. Together, all these elements are meant to position Pedestrian as a trusted coffee brand that believes coffee isn’t just for hipsters.

    COLLABORATORS

    Lifestyle photography by Mathew Nimmo

    Product photography by Tim Wright

    Copywriting by Pip Craighead

    Visit Website →

A black background featuring a yellow coffee mug icon with a pedestrian symbol inside, above the words 'PEDESTRIAN COFFEE' in white and yellow text.
Black background with a large red circle in the center. Red shapes and lines are overlapping and scattered around the circle.
Coffee beans, a black coffee bag with white text, a white paper with black text, and a copper scoop on a yellow striped background.
Two black T-shirts laid flat on a black background. The left shirt has a yellow coffee mug icon with a human walking inside it on the front, and white text on the sleeves. The right shirt has white text on the front reading "Extraordinary Coffee for
Black and yellow birthday card set with a motivational note, a pedestrian-themed gift card, and an envelope, all featuring a silhouette of a walking person.
A person holding a black travel coffee mug with white text that reads 'Extraordinary Coffee for Everyday People' against a dark background.
Coffee brewing setup with a Chemex coffee maker, a bag of Ethiopian coffee beans, and a black travel mug, all against a dark background.
A person's hand holding a black bag of coffee labeled 'Pedestrian Coffee' with a green label indicating it is Brazilian coffee from Bob-O-Link brand with almonds and apples.
Three black Pedestrian coffee bags and a black travel mug against a black background.
Inside a modern shopping mall with a coffee shop at the center, featuring a black metal framework, digital menu board, and people working behind the counter.
Airport sign indicating a pedestrian crossing area, with the text 'STOP' and the year '2019' in white 3D letters on a gray background.
  • A young man with light brown hair, glasses, and a slight beard, wearing a green and gray striped sweater over a plaid shirt, standing in front of a gray brick wall.

    What puts Eleazar a step above the game is that he's also a savvy business owner. He understands and can relate to the struggles and successes of the everyday business owner. He is driven to succeed for himself as well as his clients. From this place his team effectively communicates and works with real deadlines while working with a budget. The result is a brand that I'm proud to represent.

    — Tim Taylor, Owner & Head Roaster at Pedestrian Coffee

Two digital screens displaying a subscription service for coffee. The screens show a blue coffee mug with coffee beans on it and text indicating the subscription costs starting at $14.00 every two weeks.
Collage of coffee-related website pages, including coffee bag subscriptions, a person pouring coffee, a coffee farm worker, a coffee roasting process, and a person in a coffee shop, with black backgrounds and yellow accents.
A promotional image of coffee being poured from a hand-held brewing device into a black travel mug, with a package of coffee and a logo that says 'Pedestrian' next to the mug, with yellow text promoting fresh coffee delivery every two weeks on a dark

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