tagline

tone of voice

We use our voice to inform. In light of upheaval caused by COVID-19, we used our platform on Instagram to tell our audience that our cafe would be closed as to not risk the health of the public.

We’re a little bit quirky and are not afraid to let our copy & visuals reflect that. This original illustration is part of a previous Valentine’s Day campaign.

We care about our community. We want NEVER to be a place where all are welcome, where you can find support & a warm cup of coffee to get you through whatever you’re going through.

Our outward presence is friendly, warm, collaborative, witty and, above all, authentic.

- Ruby Becker

our story

“When Portland, OR native Zak Davis decided to open his cafe, NEVER Coffee Lab, he could have settled on many places around the bustling city. But he opted for a location at the base of Mt. Tabor Park where he lives with his wife, Cait. Mt. Tabor park is significant in their lives — Cait and Zak met there and, on both sides of their families, the park has been home for three generations. Cait’s father grew up on Mt.

Tabor, and Zak’s parents and grandparents met on Mt. Tabor. “It’s home and significant and it needed a neighborhood cafe,” Zak shares. “We absolutely love our neighborhood and community. It’s a fantastic combination of young, creative types and established families. That combination creates a really genuine community with a ton of energy and momentum. It’s Portland so the standards are high, but it’s Portland so everyone is open to try new things and bump shoulders in the morning with new ideas, new flavors and different perspectives. We have a YES policy for supporting our [borough]’s non-profits and schools.”” - Design Sponge 12

making our mark

We needed a logo that matched our vibrancy & spunk. Enter, our primary mark:

Primary mark

This logo, created by FIRST LAST truly captures what NEVER is all about: bright colors, fun, and individuality. Its rough edges represent our creative spirit and willingness to be bold & a little crafty at times. The sans serif base is the perfect complement to our diverse range of design elements. Using a wordmark logo is declarative, proclaiming what our brand is all about to those that see it.

- Ruby Becker

variations:

Metallic logo - coffee packaging

White logo

Proxima Nova Black

Used for titles, subtitles, and any other instances in which a bold font is needed.

Proxima Nova Medium Italic

The perfect copy and accent font. Used to balance out the heavier Black font & the weight of our wordmark.

A different handdrawn font is used on each roast of our coffee to reflect the individuality of each unique blend.