The Flying Joe
The Flying Joe
Brand Identity & Illustrated Assets
The Flying Joe is an aviation-inspired coffee shop built on a story of flight, precision, and legacy. With roots in military aviation—flying F-16s and A-10s—the brand merges flight with a refined, art deco aesthetic.
Following a full brand refresh and expansion, elements of the identity—including logo applications and merchandise—have been featured on NBC’s The Paper, streaming on Peacock.
Project Overview
The goal was to evolve The Flying Joe’s existing identity into something more cohesive, elevated, and scalable—while staying true to its aviation roots.
The refreshed brand blends structured, vintage-inspired typography with a moody color palette and custom iconography, creating a system that feels both classic and distinctive. The work extended across packaging, merchandise, and illustrated assets—resulting in a brand that translates seamlessly from in-store experience to on-screen presence.
Design Approach
The visual direction draws from aviation history and the elegance of art deco design—balancing precision with ornamentation.
Typography establishes structure and sophistication, while the color palette enhances recognition across applications. Custom icons reinforce the aviation narrative, creating a cohesive system that works across packaging and physical spaces.
In parallel, a series of illustrated pieces were developed using a more expressive, full-color style. These assets introduce flexibility into the brand—supporting limited-run merchandise, promotional materials, and storytelling moments while still aligning with the overall tone.
Results / Impact
The refreshed identity system enables The Flying Joe to:
Present a cohesive and elevated brand experience
Stand out within a competitive coffee and hospitality market
Extend branding seamlessly across packaging, merchandise, and media
Gain broader visibility, including national exposure through NBC’s The Paper (Peacock)
Create new opportunities for retail, collaborations, and customer engagement
Services:
Logo refresh and refined brand mark
Typography system with art deco influence
Color palette development
Custom brand icons
Coffee packaging design (bag label)
Menu design
Mockups for cups and to-go merchandise
Merchandise design applications
Illustrated poster, magnet, and wine label design
Looking to refresh your brand
and expand into packaging or merchandise?
I design strategic, illustration-driven brand systems that help coffee shops, restaurants, and lifestyle brands increase visibility, strengthen identity, and create new revenue streams.