Royal Coffee Roasting, partly owned by Odell Beckham Jr., was a three-store operation and wanted to reimagine their brand and scale their business. Working with Anthony Hart (C.D.), we crafted a vision of a brand that utilizes not just a brand identity system, but an open system. We developed the mark—a gem in the shape of a heart—as a consistent element in any lockup, but allow for the typography and imagery to change within the universe of Royal Coffee Roasting.