Aurora Coffee Co.


Aurora Coffee cup and table

Sometimes, you just have to keep it simple. In this case, our clients are world travelers, great people and one just so happens to have a really memorable name. Our instincts told us to build the brand around a celebration of friendship, travel and most of all, coffee. And the rest would take care of itself.

Coffee bag and cup
Preparing espresso
Aurora Fonts

The overall presentation would need to make an immediate impression on guests so our client could compete with established local shops and global heavyweights.

Whipped Latte
Aurora Ipad web ad example Holiday drink
Irish Mint Latte
Aloha Latte Web Ad

From naming to development of the logo, tone of voice and in-store experience, this was achieved with an inviting brand identity that conveyed expertise and passion for coffee, and offered a little splash of elegance.

Aurora Outdoor sign
Aurora Light
Aurora Interior
Aurora gift card

Inside the shop, the environment had to appeal to a range of ages. This led us to a modern/contemporary interior design featuring warm wood tones, deep blues, pops of metallic silvers and a little bling courtesy of signature chandeliers. Artwork hanging throughout echoes the owner’s own inspiration and joy of travel.

Aurora Apron
Read more about our work for Aurora Coffee Co. on our blog.
Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies