Design Statement

The logo for Jump Start Coffee, located in downtown Lafayette, Indiana, was developed to reflect the unique fusion of automotive culture and coffee craftsmanship. Inspired by the owner, Sandy’s adjacent mechanic shop and lifelong dream of opening a café, the design incorporates visual elements such as jumper cables to symbolize energy, ignition, and connection. Much like a car battery being jump-started, the brand represents the revitalizing power of coffee—offering customers a fresh start to their day.

The visual language balances industrial and approachable aesthetics, reinforcing both the mechanical roots of the business and the welcoming atmosphere of a neighborhood coffee shop. Through thoughtful typography and symbolic imagery, the logo communicates movement, reliability, and warmth. This project was completed in collaboration with Justin Theory Design, whose guidance helped refine the concept into a cohesive and meaningful brand identity.