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Design is clarity.
Whether it’s a visual, a system, or a message,
I make things that make sense.
Gusto Bean was a new coffee cart catering service launching in the competitive Los Angeles event scene. The founders were passionate about espresso and dedicated to creating a premium experience for clients. They needed a brand identity that felt upscale but accessible—something clean, elegant, and visually memorable.
I developed a logo and wordmark that evoked movement and warmth, pairing script flourishes with a rich, coffee-inspired palette. From signage to digital use, the visual identity was designed to scale easily across all brand touchpoints.
Creative Direction, Logo Design, Brand Identity
To craft a logo that conveyed elegance and artisanal quality while being versatile enough for signage, uniforms, digital presence, and event use—all without overcomplicating the identity for a new business with limited resources.
We designed a graceful logotype with organic curves that hint at steam rising from a cup, balancing a refined aesthetic with approachability. The supporting graphics and color choices drew inspiration from roasted beans and natural wood textures, aligning with the cart’s physical presentation.
The logo elevated Gusto Bean’s appearance from day one, helping the brand stand out in a crowded catering market. The mobile cart instantly looked polished and professional, giving the team a strong foundation as they entered high-profile venues and corporate events.
