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When this family owned and operated coffee shop (formerly The Coffee Grounds) was forced to relocate, the owners turned to Crosby Associates to create a new name, visual identity and retail motif. What had been a stand-up, coffee-only operation was being expanded to a larger space with dining and would now offer sandwiches and baked goods. We designed a bold, colorful visual identifier and retail theme for the coffee shop and eatery’s new upscale yet cozy location in the lobby of a grand Chicago Loop building.