2024/25
National Coffee Data Trends
BRAND IDENTITY DESIGN · REPORT TEMPLATES · SOCIAL MEDIA
The National Coffee Data Trends (NCDT) report is the longest-running study on U.S. coffee consumption, beverage preferences, and consumer behavior. Published bi-annually by the National Coffee Association (NCA), it provides roasters, retailers, suppliers, and brands with essential insights to navigate the ever-evolving coffee industry. The Spring 2025 report, conducted by Dig Insights, found that two-thirds of American adults drink coffee daily (66%)—the highest of any beverage and nearly 7% more than in 2020.
When the NCA approached us to brand this influential sub-brand, their goal was clear: create a bold, distinctive identity that still aligned with the trusted NCA brand. We began by defining the nuanced differences between the parent and sub-brand, then developed a flexible color palette to support charts and infographics.
From there, we designed a logo and logotype that tell coffee’s full story—from seed and plant to the cup in your hand. The result is a system that brings clarity, legibility, and warmth to data-heavy reports, ensuring industry insights are both accessible and engaging.
From Crop to Cup — the logo is comprised of two components fused together to create a coffee cup. Subtle yet clear, the logo mark drew from the original NCA logotype which used all lowercase. In order to create cohesion, we also used a lowercase font called Sora, which is open source. We then adjusted the letters a bit to ensure that the leaf would work on the letter “d”and feel cohesive and uniform with the rest of the logotype.
The NCDT Logotype
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