As we dug in, we saw that coffee shops aren’t all, or even mostly, about coffee. Today, people aren’t necessarily spending more on coffee, they’re spending more on high-quality coffee experiences. We looked at the whole Jazzmans brand experience and reimagined it—from furniture and music to artwork and lighting. The Jazzmans wordmark needed a bit of caffeine, too. In keeping with the idiosyncratic vision for the cafés, we used vintage woodcuts to create the new mark. No letter is from the same font family.