Getting Down to Brass Tacks: A Bold Coffee Brand Identity by 63 Visual

At 63 Visual, we believe that every brand deserves an identity that reflects its character, mission, and spirit.

A great logo system is the foundation for how a company communicates with the world. Our recent collaboration with Brass Tacks Coffee Company is a perfect example of how thoughtful design and brand storytelling come together to create something bold, adaptable, and authentic.

Rooted in the adventurous lifestyle of Northeast Florida, Brass Tacks has built their brand around fueling active people with uncompromising quality. Their mission is simple: deliver exceptional coffee that inspires customers to seize the day, whether that means catching waves, biking coastal trails, or exploring one of the many scenic parks in the region. When they came to us for a comprehensive logo design package, we wanted to craft a visual system that celebrated this energy while staying true to their core values of quality, community, and authenticity.

Getting Down to Brass Tacks

The name “Brass Tacks” is about cutting through distractions and focusing on essentials. For this project, that meant building an identity that was sharp, direct, and versatile. Coffee is about ritual, experience, and fuel for what you love to do. We wanted every mark and type lockup in this package to reflect those ideas.

The design package we created includes multiple logo variations, type treatments, and icons that all work together to tell the Brass Tacks story. This system gives the company the flexibility to apply their brand across merchandise, packaging, signage, and digital media, while always maintaining consistency. Whether it is a simple mark on a coffee cup, a bold wordmark for outdoor signage, or a playful variation for merchandise, every logo ties back to the same identity.

A Bold Color for Bold Coffee

One of the most distinctive elements of the Brass Tacks brand is the use of a striking yellow as the primary color. This decision was deliberate. Yellow conveys energy, positivity, and brightness, which perfectly aligns with the feeling of a strong cup of coffee in the morning. It is electrifying, just like the jolt you get from caffeine, and it immediately grabs attention in a competitive coffee market. Against light or dark backgrounds, the yellow comes alive, creating a contrast that feels modern and exciting while still being approachable.

Symbols of Energy and Craft

The central icon for Brass Tacks features a clever combination of elements that capture the heart of the brand. At first glance, the icon resembles a tack, tying directly back to the name. Look closer, and you notice that the top of the tack is designed like a coffee cup lid, instantly connecting the symbol to the product itself. The design goes a step further with the inclusion of a coffee bean paired with a stylized lightning bolt. This subtle detail reinforces the idea of energy, caffeine, and the spark that coffee provides to fuel your day.

The result is a mark that feels both modern and timeless. It is simple enough to scale down for small applications but detailed enough to communicate meaning when used prominently. It also works as a standalone icon or paired with typography, giving the brand plenty of options across different uses.

Honoring Local Culture

Northeast Florida is known for its vibrant surf and skate scene, and Brass Tacks wanted their branding to reflect that local flavor. As a nod to this community, the design package includes a novelty “Santa Cruz” version of the logo. This playful variation pays homage to the iconic surf and skate graphics of the region, while still staying connected to the overall brand identity. It is a reminder that Brass Tacks Coffee is a lifestyle brand rooted in a culture of activity, exploration, and creativity.

For a company that embraces the adventurous spirit of its region, this design element helps connect with audiences who see coffee as part of their daily rhythm, whether that rhythm happens on a surfboard, skateboard, or bike.

A Flexible and Cohesive Logo System

One of the most important parts of any modern identity is adaptability. Coffee companies rely on a wide range of branding opportunities, from product packaging and merchandise to digital campaigns and in-store signage. For Brass Tacks, we created a full suite of logos and type lockups that ensure consistency while offering plenty of flexibility.

The package includes bold horizontal lockups, stacked versions, circular marks, and script treatments that can adapt to any medium. Each variation works as part of a larger system, which allows the company to maintain brand recognition no matter how or where the logos are applied. Whether it is a hat, a coffee bag, a surfboard sticker, or a social media post, the design language remains consistent and unmistakable.

This variety also opens doors for merchandise opportunities. With so many adaptable marks, Brass Tacks can easily expand into apparel, drinkware, and lifestyle products that their customers will be proud to wear and use. The flexibility of the system helps ensure that the brand will remain strong as it grows.

The Power of Typography

Typography plays a key role in the Brass Tacks identity. The bold, block-style lettering communicates strength and confidence, while the script “Stay Sharp” tagline adds personality and warmth. Together, these type treatments create a balance between rugged energy and approachable charm.

“Stay Sharp” is a rallying cry for the brand. It reflects the clarity and focus that coffee provides, as well as the company’s dedication to quality and attention to detail. By pairing this phrase with bold typography, the message feels both inspiring and authentic.

Rooted in Community and Quality

At the core of Brass Tacks Coffee Company is a commitment to community. Their mission is to deliver great coffee, support sustainable practices, and create a positive impact locally. This is why the design needed to feel authentic and grounded, while still inspiring customers to embrace adventure.

Every detail, from the color palette to the tack-inspired icon, ties back to the brand’s values of energy, quality, and authenticity. The identity captures the feeling of taking that first sip of coffee before heading out for a morning surf, a bike ride, or a day exploring Florida’s natural beauty. It is about fueling what you love and staying true to what matters most.

Conclusion

The Brass Tacks Coffee Company logo design package is a perfect example of how strong branding can tell a story, build community, and inspire action. By combining bold color choices, meaningful symbols, versatile type treatments, and playful cultural nods, the identity reflects both the spirit of Northeast Florida and the uncompromising quality of the coffee itself.

At 63 Visual, we are proud to have partnered with Brass Tacks on this project. Their passion for coffee and community matches our passion for design, and together we have built a system that is as energizing and versatile as the product it represents.

If you are a brand looking to craft an identity that goes beyond the surface, let’s talk. Great design is about getting down to the essentials, and we would love to help you find your voice and bring it to life.