Branding, Identity, Environmental Graphics, Website
The Pulley Collective is a new coffee roasting plant on the Brooklyn waterfront in New York. The collective allow members, who are small-batch roasters, to rent out their facilities. The crest of the logo illustrates this team spirit and the knotted rope represents unity and the building and supporting of a new community of artisanal coffee roasters. Rope, like the facilities for hire, is also the central operating mechanism of the pulley system and is integral to the structure. You cannot have one without the other.