Joy Beans is a coffee shop that embodies warmth, optimism, and a handcrafted touch—both in its branding and customer experience.
The name itself, Joy Beans, evokes a sense of happiness, comfort, and the idea that each coffee bean has the potential to bring a moment of joy to its drinker.
The shop appeals to London’s coffee lovers who value both quality and the experience surrounding their daily coffee ritual.

The Concept
The handcrafted logo featuring a coffee cup, an eye, and rays of sunshine beautifully captures the essence of the shop. As the centerpiece of the logo, the cup represents the comforting, daily ritual of drinking coffee. It symbolizes a moment of pause and pleasure.
The eye is a metaphor for awakening and consciousness, alluding to how coffee opens the senses and energizes the mind. It’s about seeing the world with clarity and optimism after that first sip of coffee. Radiating from the cup and eye, the rays represent warmth, positivity, and the literal light of a new day. Sunshine is synonymous with energy, happiness, and the joyful start that coffee gives to a person’s day. The hand-drawn logo reinforces a commitment to artisanal craftsmanship, from the careful selection of beans to the way each cup is brewed.

Everything at Joy Beans is made with love and attention to detail. The symbolism of sunshine and the name Joy Beans both contribute to the feeling of warmth and positivity that the brand seeks to embody.

Sophia Georgopoulou  Design – ALL RIGHTS RESERVED