Bitter + Sweet Logo Design

The visual identity for Bitter + Sweet is built on the "double-read" principle and the duality of the coffee experience. Coffee is a balance of opposites: the deep, intense "bitter" of a dark roast and the bright, "sweet" notes of high-quality beans and treats. At first glance, the mark is a geometric heart—a symbol of hospitality and passion. Upon closer look, the brand’s initials will reveal within the structure: the left side forms a rigid, structural 'B' (Bitter), while the right side creates a fluid, open 'S' (Sweet). It is constructed on a strict mathematical grid to ensure it remains clean and timeless.
The color palette avoids the "industrial" look common in many modern cafes, opting instead for organic, earthy tones. The Espresso Brown anchors the brand in tradition, while the Sage Green adds a contemporary, fresh feel from tea, appealing to health-conscious and craft-focused customers. I crafted a rounded, friendly typeface to balance the logo's sharp geometry, making the brand feel welcoming and approachable.