Ozero Coffee Ramblers is a mobile coffee truck serving Bozeman, Montana and the surrounding region. The company was founded by a couple that decided to share their love of quality coffee and espresso, the open road, and vintage thrifted goods with their community and region. This project began from the ground up, and I was tasked to create a logo, brand identity, vinyl truck wrap design, as well as mobile and desktop websites. The identity was intended to lean on bold retro design cues, while also embodying the company’s independent, adventurous, and fun nature as a mobile business in the scenic Rocky Mountains. The visual identity had to be warm, playful, and inviting to passers-by, but also have a modern twist to signal the quality of the company’s products.

To do this, the logotype uses bold and groovy hand-drawn letterforms that reference visual elements commonly seen in 1970s design; the letters are heavy, bulbous, expressive, and they convey a sense of motion in their embellishments. Colorful striping gives the design more 70s flair and visual impact that refers to retro van paint jobs. The striping forms the basis for the main visual element of the vinyl truck wrap’s design, as well as a framing device for the desktop site. The mountain range design used by Ozero’s partners, Rockford Coffee Roasters, was also incorporated to signify the partnership and further nod to their mountainous home and adventurous ethos. Precise and practical application had to be considered for the placement of design elements, as physical parts of the truck such as serving windows, lights, and vents could interfere with legibility or break up the design.