Art direction, BRANDING
New York City has been the city of hustle since way, way back. In the early 19th Century, immigrant vendors hustled by pushing vending carts through the Lower East Side. Entrepreneur Jamie Rogers dreamt of a space where New York City contemporary hustlers could gather. Behold: Pushcart Coffee.
As business blossomed, Jamie wanted to refresh the brand to reflect a more modern aesthetic. We teamed up to redesign everything from the logo to the pastry labels. As Art Director and Designer for the rebrand, I was responsible for everything from concept to production. I created a new visual language for every piece of a customer's experience of the shop.
The design system draws from the roots of Pushcart's brand, while the logo itself serves as support to the many pieces of Pushcart's offerings. They do more than just pour coffee; they roast their own beans and offer them wholesale, make their baked goods in-house, and rent out branded vending machines filled with their high-quality snacks. The new brand gives Pushcart room to add as many new chapters to pushcart history as they can dream up.