When you look at a simplistic design, you should never think the designer was lazy or hasty. A simplistic design can sometimes take more time an effort than other designs.
The specifications for this design for Roast Coffee was the following:
The planning took a while, and for this stage I prefer my pen and notebook.
My first ideas were centered around a hand lettered logo, and it developed into one of the logo prototypes. This evolved into a logo with more clean lines and a mathematical (yet decorative) feel to it. And then I decided to strip the logo of all decorative elements, and this was the one the client chose.
I used the final logo design with a few different background patterns for different packaging design prototypes, and the client chose this one, as displayed below. As always... "Less is more".
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