Silver Cup Coffee. It started with a love of horses and ended with a very cool coffee brand.
In partnership with JK Design Co, we created a brand identity and voice deck to help Silver Cup get off to the races.
Brand Voice
It's a lot like making the perfect cup of coffee.
Start with the beans, finish with the flavor. We lead with smart, straight-forward messaging that tells our story. Then we add the richness. We may borrow a horse-racing phrase or an old-fashioned Southern idiom and put our own little spin on it. But we’re careful not to do too much. We don’t want to ruin the taste.
Our Philosophy
We are serious when we need to be but don’t ever take ourselves too seriously.
We understand that an understated joke is often funnier than an obvious one. The history of horse racing inspires and drives us but doesn’t define us. We don’t show all of our cards at once and it may take a minute – or a cup of coffee – to appreciate our humor.
Introduce your brand
When we say we’re clever…
We don’t mean obvious, over-the-top, nudge-nudge-wink-wink clever. We prefer to sprinkle in a dash of wit in a lighthearted, understated, not-trying-too-hard way. Always polished, never pretentious, the voice of Silver Cup Coffee blends the past with the present, mixing an eclectic edge with a nod to nostalgia. With a simple switch of a word, an old-fashioned phrase becomes new again and adds as much energy to your day as the cup of coffee in your hand.
