Second City Roasters is a coffee shop concept I came up with to practice my brand identity skills. I knew that I wanted to create a brand that reflected the unique culture, history, energy, and true spirit of Chicago, the city that inspires me. To achieve this, I chose a color palette that evokes the colors of the city - blues, representing the lakefront and the Chicago river, and blacks and grays, representing the steel skyscrapers that dominate the skyline. I also wanted to tie in the iconic Chicago flag, so I included elements like the stars and stripes that so many Chicagoans represent.