[ 01 ] WHAT WE DID
Brewed to Wake You Up
Genesis Coffee Co was built from the ground up as an in-house project by Not Normal—a brand that believes in standing out, or not showing up at all. The concept began with a single idea: coffee marks the start of the day, just as Genesis marks the start of life.
From that came a brand identity that feels raw, loud, and intentional. We paired neon green with deep black to create contrast and clarity, using the all-caps IMPACT font to make every word feel urgent and alive. It’s not soft. It’s not polite. It’s coffee for people who start things.
From the visual language to the tone of voice, we stripped away the fluff and leaned into a confident, stripped-back look that celebrates the process—from hand-picked beans to small-batch UAE roasts. We designed everything to feel direct and graphic: custom vector iconography, bold line work, and product photography that feels as sharp as the caffeine hit it represents. Genesis isn’t just a coffee brand—it’s a statement. One that says: start strong, or don’t start at all.
