New Logo and Identity for Story Espresso by For The People

Established in 2012, Story Espresso is, for now, a single location coffee shop in Sydney, Australia, founded by Jean Demirjian, who has, well, a storied story in the heated coffee scene of Australia, having fronted a few other popular shops prior to this one. Looking to expand beyond the one location in the future, Story Espresso recently introduced a new identity designed by local firm For The People. Into correction: the business was taken over in 2016 by Richie and Sabrina Chai and it was their vision/goal of creating an expresso bar that could go beyond the confines of a small local cafe. Note: This is one of two projects I will post this week in the Reviewed section that are “small”. Meaning, they are not a large client with hundreds of employees or dozens of locations or