Starting with the current logo, I made slight adjustments to the shape of the cup by eliminating the hard edges and tweaking the handle. Additionally, I changed the straight line to circle the cup to emphasize the personalized experience of each individual cup. Part of Roasting Plants unique differentiator is that they have a patented technology that air roasts their beans to perfection through clear tubes running through the cafes. Most of the technology was built with steel and clear tubing which was a challenge to put a humanized element to the cafe experience. What I did to combat the sterile environment was to create an illustrated design specific to each location and I added copper to elements to create warmth in the cafe.