My personal take on Death Wish Coffee’s visual identity.

Death Wish Coffee is a popular high-caffeine coffee brand. Their branding works well, but I wanted to take it in a different direction. Their actual logo is a little too “pirate flag” for my taste. I wanted to explore a darker, more illustrative direction. My vision was Liquid Death, but for coffee. 

I redesigned the entire identity, illustrating a custom skull to replace the logo and putting the coffee in a windowed box instead of a bag. The idea was to create something that felt as macabre as the name Death Wish.