Foolish Things Coffee Co.

Foolish Things Coffee Co. is a family-owned coffee shop on Route 66 in downtown Tulsa. The design approach was to create organic and hand-drawn illustrations and pair it with soft typography and a naturalistic color palette to give a sense of comfort and humanism to the overall design. The linework that is used throughout each design is a nod to downtown Tulsa’s grand art deco architecture.

The Cheshire cat has many symbolic purposes, and the owners of Foolish Things have given it great meaning: “...[the logo] is reminiscent of what it means to be a fully bodied humanity, and we’re not there. You’re never going to see the fully bodied Cheshire cat in the logo, because there is always going to be work to be done.” In my redesign, I stayed true to the given meaning of this cat as it never fully appears in any version of the emblem, logotype, or icon. Additionally, the eye itself is stylized as a coffee bean, representing what Foolish Things is.