Brand identity

What do I want my brand - The Coffee Journal to be? 

- I want the brand to be something wholesome and authentic with a focus on current issues; particularly the environment.

- I want the brand to serve the purpose of bringing news and updates to people that care about them within a very niche market such as the coffee industry.

- I want the brand to encompass the art and graphic appreciation within the coffee community and pull that together with design.

- With this niche market I want the brand to reach towards a large target audience as possible which means both men and women.

- I want this brand to be something that coffee lovers anticipate and expect each month it is published.

- I want this brand to support small, independent establishments which will aid it's whole 'fuck the system' attitude to more mainstream brands that coffee lovers are trying to get away from.

- I want this brand to be friendly and approachable.

Personal goals

- I want this brand to allow me to fully explore the possibilities within publishing design.

- I want this brand to take me out of my comfort zone when it comes to designing and what I normally do within graphics which includes what materials I use and how I apply them.