ad astra {к звёздам}

Identity for а coffee brand  The name of this place is translated from Russian as “ad astra to the stars”, taking а slightly modern turn on famous Latin phrase. “Guiding star” is a well-established phrase meaning a correctly chosen path. Travelers have traditionally used the North Star as their guide—find it in the sky, and you won’t get lost. A coffee beverage with a message from ad astra to the stars sets the tone for the whole day and, as a result, can positively influence the future.

The logo uses the Alegreya typeface—the Alegreya type system is a “superfamily” originally designed for literary texts, including both serif and sans-serif fonts. One of its main features is a varied rhythm that, referencing the tradition of pre-print writing, gives the text the character of the times of great geographic and astronomical discoveries. This typeface retains the ductility of forms, reminiscent of fonts found in old atlases studied by travelers. In this project, the brand identity is associated with navigation and supports the mood that the brand aims to pass on to those who choose coffee from ad astra к звёздам.