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InspirationGraphic Design

Glasgow studio Jamhot stirs up a 'no-nonsense', comic-strip identity for a speciality coffee company

Glasgow creative studio Jamhot has launched a new identity for Hokum, a specialist coffee company that offers a premium, single-origin selection of roasted blends.

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Three posters mounted on a concrete wall displaying Hokum's coffee brand identity with "Drink Up", "Wake Up Stay Up" and "Drink Up" slogans in green text alongside comic-strip illustrations on white, beige and pink backgrounds

Set to launch in early 2021, Hokum will sell directly to its customers via its new website, also designed by Jamhot, and will provide a subscription service – much to the delight of all you discerning coffee drinkers out there.

Hokum means "nonsense", so this inspired the identity, something that features comic strips, bold statements and bonkers characters against a gorgeous pastel palette backdrop. "While taking their coffee extremely seriously, the brand is attracted to the nonsense in everything else – encouraging adventurous coffee connoisseurs to try something new and embrace a change of state," explains Graeme McGowan of Jamhot.

The positioning line, Change of State, is a rallying cry to people who want to mix it up and do things differently. To bring this to life Jamhot partnered with long-time creative partner Dave Morrow to create a series of bold, offbeat illustrations with a series of 3D renders and animations by the team at Render Studio.

The nonsense inspired name and illustration style was contrasted with the use of the bold, no-nonsense title font Bureau Grotesque.

Jamhot's Craig Laverty adds: "There's so much amazing work within the coffee category but we wanted to do something different that would stand out and appeal to folk who are looking to mix it up. The project was a pleasure to work on, with space to really push ideas & execution, and it’s been nice to have something positive to focus on during this crazy year."

Hokum wordmark in bold dark green sans-serif lettering on a beige background
Three Hokum Speciality Coffee boxes in blue, tan and pink featuring bold, surreal illustrated characters designed by Dave Morrow
Pink cardboard box for Hokum coffee with bold black text reading "Big Box of Beans" and an abstract illustration featuring a stylised face with geometric patterns
Three Hokum coffee pouches in light blue, cream and pink with bold comic-strip illustrations and "A Wee Taster" text
Three mobile phone screens displaying Hokum Coffee's Instagram story adverts with slogans "Drink Up", "Hokum" and "Seek and Shall Find" featuring comic-strip illustrations and coffee beans on a beige background
Nine-panel comic strip featuring surreal characters and situations promoting Hokum coffee brand in green, beige and pink tones
Three Hokum coffee boxes in blue, beige and pink featuring illustrated characters, labelled Rwanda, Colombia and Burundi
Hokum Speciality Coffee poster with bold lettering and comic-strip illustration mounted on a tiled wall background
Hokum speciality coffee box packaging with comic-strip illustration surrounded by coffee beans and a curved element against a dark background
Hokum coffee boxes arranged in rows, each featuring illustrated designs on pastel-coloured packaging in shades of pink, blue and cream, labelled with single-origin countries including Rwanda, Burundi and Colombia
Hokum Speciality Coffee's "Change Your State" mural in pink with dark green text and surreal comic-strip illustrations on a brick wall
Repeating pattern of Hokum coffee branding with "Change Your State" tagline, featuring surreal illustrated characters and abstract shapes in teal and grey tones
Three Hokum coffee bag designs in blue, brown and pink, each featuring comic-strip illustrations and bold typography with rope handles
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