Joyful Nihilism Dark Arts Coffee embraces collectibility in new visual identity & packaging by NOT Wieden+Kennedy Marketing Communication News [Video]

The cult coffee company has new branding to mark its 10 year anniversary

Branding and design agency NOT Wieden+Kennedy today share a new visual identity and packaging approach for popular London-based roasters, Dark Arts Coffee.

The new identity is based on the concept of Joyful Nihilism, inspired by the style of the company’s signage from their much-loved original roastery and cafe, which featured playfully dark messages such as ‘I WILL KILL AGAIN’ and occult iconography.

After already establishing a strong creative personality and building a cult following through an irreverent approach to coffee naming, social media, and merch drops; the company approached NOT Wieden+Kennedy to further establish themselves as a direct-to-consumer lifestyle brand, seeking mass appeal and more consistency from their previously-disjointed visual identity as they foster ambitions to become available globally.

Now, the fresh identity retains their eclectic nature, but with more consistency and grounding; underpinned by the consistent use of Cooper Black font and an irreverent …