THE CHALLENGE

Every day, New Yorkers purchase an estimated 1.5 to 2 million cups of takeaway coffee. Unsurprisingly, single-use food and drink packaging contributes significantly to the city’s waste problem.

Enter Naeco (Ocean spelled backward), a New York-based company with an ambitious yet crucial mission: to eliminate single-use plastics. As pioneers of the first 100% biodegradable coffee lid, they sought a brand identity that could embody their commitment to positive environmental change while offering opportunities for compelling visual storytelling.

THE APPROACH

Designing the Naeco logo came with a unique set of technical and strategic requirements. It needed to be simple and versatile, easily recognizable when embossed on coffee lids, printed on cardboard cups, and applied across other products. Moreover, the design had to instill a sense of trust and dependability. With thousands of coffee shops reluctant to take risks with new suppliers or packaging, the identity needed to convey that Naeco was a robust and established player—even as a newcomer.

Through an iterative process exploring various design directions, we landed on a logo that balances approachability and strength. At its core is a graphic element symbolizing a smile, evoking positivity and connection. When repeated, this element also mirrors the gentle motion of ocean waves, tying directly to Naeco’s mission of ocean conservation.

The typography complements this with a bold, historic slab serif, chosen to reinforce the brand’s sense of trust and longevity. Enclosed in a circular form reminiscent of a globe or stamp, the logo brings together Naeco’s global aspirations and a seal of quality, ready to stand out in the crowded coffee industry.

THE OUTCOME

The identity positions Naeco as both a pioneering innovator and a dependable partner for coffee shops. This blend of trustworthiness and modern appeal helps the brand break through barriers of adoption, making it easier for cafés to embrace eco-friendly solutions.

Naeco’s branding now communicates a clear message: sustainability can be both functional and inspiring, turning everyday habits like grabbing a coffee into opportunities for meaningful change.