The design challenge is to create a coffee company whose brand is inspired by the book, On the Road, by Jack Kerouac. The On the Road theme is consistent throughout the brand, with typographic quotes from the book, printed on posters and packaging. The logo is symbolic of the road, as well as the signs found on the coffee’s packaging. Whether the customer is familiar with the book or not, the goal is for he or she to enjoy their coffee in the cafe, and on the road.