Channing & Co. partnered with Coffee Uplifts People (CUP) to bring to life an ambitious vision centered around the uplifting promise of coffee. With a mission deeply rooted in diversity, inclusion, representation, and equity, CUP sought a brand identity that could encapsulate its core values and resonate at every touchpoint—from crop to CUP.

Channing Bailey and his team at Channing & Company took on the challenge, starting with a comprehensive brand strategy that would serve as the foundation for CUP’s visual and verbal expression. The result is a powerful brand identity that goes beyond just aesthetics; it’s a symbolic narrative that tells the story of upliftment, opportunity, and human connection through coffee.

At the heart of CUP’s new branding is the innovative logomark—a toast between two coffee cups, representing the shared experiences and stories that coffee brings to life. Central to this is the U-bean, a unique design element that underscores the human-centered focus of CUP’s mission. This mark stands as a reminder of the brand’s commitment to creating positive change in an industry that has historically lacked inclusivity.

Through Channing Bailey’s creative direction, Coffee Uplifts People now has a bold and memorable brand identity that not only reflects its mission but also sets the stage for a new era in the coffee industry—one where every cup is a symbol of progress, inclusivity, and hope.

Coffee Uplifts People is the brand’s name and mission. Creating economic upliftment and opportunity is at the heart of CUP’s D.I.R.E. commitment to bringing Diversity, Inclusion, Representation, and Equity to the coffee industry which remains overwhelmingly non-inclusive. From producers to importers, roasters, baristas, and consumers, CUP is fulfilling the promise of coffee at every step.

Something’s different about this CUP!