Native-owned and soon to be opened in the historic Hinckley Mill Place north of the Twin Cities, Underdrift is a coffee shop whose name pays homage to the water-driven mill wheel that still exists on the property.

The brief requested the logo focus on a mill wheel coming out of a coffee cup. I took a more abstract approach to the design, relying on geometric shapes inspired by Native American motifs.

I created two versions — a rounded version with the text following the curve of the cup and a more self-contained version. The client liked both and decided to go with a primary and secondary version, to be used for different mediums.

Role: Design
Agency: Red Circle