Surf to Summit Coffee Roasters was a small business I had the pleasure of doing logo development for. The company is based out of California and the owner loves the outdoors. He wanted to create a coffee brand for those who want to do everything under the sun and brave tough challenges in nature. I tried to capture this attitude by playing with the letter forms, forming each character by hand using rugged line work that reflects the natural imperfections and rough edges of the outdoors. I also found creative opportunities to include waves, mountains and coffee beans into the negative space of some of the different letters. These smoother curves on the wave and coffee beam contrast with the rigid letters to emulate the clarity and smoothness of the coffee while facing the outdoors.