Demons Coffee Company (DCC) is a distinctive shop that roasts, packages and sells coffee and provides a safe space that challenges the normalisation of conversations about mental health.

The DCC brand system intentionally evokes a dark, mysterious and ominous tone an intentional direction to provide stimuli for reaction and allurement.

The identity system entices interaction with the implementation of a warped, distorted wordmark that is used to generate textures and patterns for a wider packaging system with a naming convention that utilises the seven deadly sins as a play on the stigma against talking about mental conditions.

The branding included a wordmark, collateral and packaging.