Northern Vessel

Building a coffee brand that communicates excellence in simplicity in Des Moines, Iowa

Building a coffee brand that communicates excellence in simplicity in Des Moines, Iowa

How do you create a coffee brand that looks and feels as distinctly different as the business actually is?    

Northern Vessel aimed to help Des Moines locals experience coffee differently. Beginning with a coffee cart serving street side during the Covid-19 pandemic of 2020, then opening a brick and mortar location in 2022, and shortly after launching a membership program housed in a custom built app, unique coffee experiences are baked into the brand’s DNA.    

Despite a devoted core following, Northern Vessel needed branding and creative firepower to position them for growth before and after the opening of the brick and mortar location. The goal was to establish Northern Vessel as not only a Des Moines staple, but a leading brand positioned to grow their customer base through excellent hospitality, a perk-filled membership program, and the best coffee in town.

How do you create a coffee brand that looks and feels as distinctly different as the business actually is?    

Northern Vessel aimed to help Des Moines locals experience coffee differently. Beginning with a coffee cart serving street side during the Covid-19 pandemic of 2020, then opening a brick and mortar location in 2022, and shortly after launching a membership program housed in a custom built app, unique coffee experiences are baked into the brand’s DNA.    

Despite a devoted core following, Northern Vessel needed branding and creative firepower to position them for growth before and after the opening of the brick and mortar location. The goal was to establish Northern Vessel as not only a Des Moines staple, but a leading brand positioned to grow their customer base through excellent hospitality, a perk-filled membership program, and the best coffee in town.

Year: 2022-2023
Client Type: Coffee Shop
Industry: Hospitality
Project Scope: Brand Strategy, Competitor
/Market Analysis, Tone of Voice and Messaging, Brand Identity Transformation, Visual System, UI Design, Merchandise Design, Menu Design, Photography, Marketing Collateral

Year: 2022-2023
Client Type: Coffee Shop
Industry: Hospitality
Project Scope: Brand Strategy, Competitor
/Market Analysis, Tone of Voice and Messaging, Brand Identity Transformation, Visual System, UI Design, Merchandise Design, Menu Design, Photography, Marketing Collateral

Branding

Logo suite, messaging, custom “for here” and “to go” cups, photography

Typography

Signage, menu

Merchandise

Retail coffee bags, clothing, retail glasses, etc.

Coffee Club

Branding, UI design, custom iconography, marketing collateral, app store presentation, photography

Result

A simple, sharp but playful brand identity that:

A simple, sharp but playful brand identity that:

Positions Northern Vessel as a leader in the local coffee scene of Des Moines

Reflects their dedication to "excellence in simplicity"

Feels like an established business but is approachable and friendly

Enables Northern Vessel to introduce endeavors like the Coffee Club membership without brand confusion

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© 2025 If & When Studio LLC. All rights reserved.

Next Project

© 2025 If & When Studio LLC. All rights reserved.

Next Project

© 2025 If & When Studio LLC. All rights reserved.