Uncuff Coffee Sydney
Branding | 2025
I crafted a bold brand identity inspired by the city’s fierce coffee culture—where sipping a brew is as competitive as a sport and as social as a university gathering. The concept centres on a crocodile-logo, to reflect strength, pride, and Sydney’s passion for coffee. Paired with the slogan “Uncuff the Croc!”, the design plays with “uncuff” to evoke freedom and energy. This branding captures Sydney’s coffee obsession as a dynamic, communal ritual—unrestrained and unforgettable.
Process
To bring the Uncuffed Coffee Sydney vision to life, I set out to merge the unexpected—a handcuff and a crocodile—into a logo that embodies the brand’s bold, liberated spirit. I started by sketching the crocodile’s fierce silhouette, focusing on its jagged jaws and dynamic posture to echo Sydney’s competitive coffee culture. Next, I integrated the handcuff, breaking it open at one end to arc around the crocodile’s form, symbolizing freedom and the “uncuffed” ethos. I experimented with angles to balance the tension between the cuff’s rigidity and the croc’s wild energy, eventually refining the design into a crest-like emblem.