Designing for Joey was a study in delightful irony. The goal was to create a brand identity that resonates with both Gen Z’s love for "anti-design" humor and Boomers' nostalgia for the golden age of Saturday morning cartoons.
The heart of the brand is Joey, a perpetually exhausted kangaroo mascot. By leaning into a classic 1970s illustration style and a warm, earthy palette of burnt orange and deep cocoa brown, the branding creates an immediate sense of comfort. The jarring juxtaposition of a sleepy mascot selling high-energy caffeine provides a quirky, relatable hook that stands out in a crowded market of "minimalist" coffee shops.
