I brainstormed a list of a hundred or so names.
The client and I quickly thinned it down to the best 10 or 15 that both had reasonable corresponding domains and seemed to have no trademark via Google.
In turn, the client presented her favorites to her family and investor, reducing our list down to three.
We submitted three brand finalists to a Trademark attorney for a legal search, and Modern Grind Coffee was selected, followed by the immediate purchase of http://moderngrindcoffee.com.
Setting the Mood:
I created three mood boards, one for lifestyle and product photography, one for fonts and color pallets, and a third for packaging, T-shirts, signage, and store interiors.
I chose the font Artic Regular, a bold slab, using all lower case for a more chic vibe. Utilizing the slab (serifs) ends to connect the M to the ring and trimming off other slabs simplifying the M in the tradition of cattle branding iron design.
The Brand color is a strong but elegant black. We chose black cups, black employee t-shirts, and black coffee bags, highlighting both the custom blend coffees and service quality.
I wanted to use a circle logo so that the icon would fit nicely in Social media Icons, on employee T-Shirts, and coffee cups.
I created and skinned each desired Social Media channel matching the new brand name.