3G's is a coffeeshop, candy store and deli in Westport, Washington, run by three generations of the same family. They didn't want anything that looked like it could have come from a chain in any beach town on the coast.
The mark
I went out and photographed the Westport Lookout Tower and the jetty, then drew the logo from my own photos. The tower gives the mark its height. The jetty runs off behind it toward the water. Three gulls sit in the middle, one for each generation.
Shooting it myself mattered here. Stock coastal art would have handed me a generic lighthouse and a pier, and anyone who actually lives in Westport would have noticed right away.
The rest of it
After the logo they needed the things a shop uses every day. A full cafe menu covering the deli sandwiches, salads, bagels and box lunches, and a free coffee loyalty coupon.
I laid the coupons out eight to a page so staff could run off a sheet, cut them up and hand them out. No separate print job, no minimum order — just the logo and a stamp grid that fits on standard letterstock.
The owners know their regulars by name. That's what the identity had to feel like.