A small coffee startup came to us looking for a memorable name and brand. We tapped into coffeeshop folklore, inspired by 17th century “Penny Universities.” Theses were places where rich or poor could enter for just a penny to drink coffee, rub shoulders, and engage in spirited discussion of politics, religion, literature, or the latest news. That was just the kind of community hub our client had in mind. Add in a tiny scoop of coffee slang, and “Mudpenny” was born. Abe, famous for many things including his place on the humble penny, seemed like a natural fit for this honest brew. GMG developed a range of branding elements including logo, tagline, social media, packaging, website, apparel and photography. What was once a small coffee cart is now growing into brick and mortar locations roasting their own beans and serving up delicious organic bistro-style food.