Hernán Lopez started Alias Coffee Roasters in 2020 as a micro-batch roasting company pop-up in Troy. He opened the Troy storefront in 2022 and a second location in Albany in 2023. He had 3 logos in such a short time and he wasn't feeling any of them. After a discussion about his needs in a new identity, E7 went to work .
After presenting Hernán with various brand scapes to get his feedback, we set out with research, explorations and lots of time grinding out multiple concepts and iterations. In the end, we landed on an identity that evokes a unique, elevated feel that will look great on all his merch and materials and grab attention in the area's coffee-soaked market.
