11th Hour
11th Hour Coffee Liqueur is a bold homage to New York City's deeply-rooted coffee culture, capturing the energy of the city that never sleeps. With coffee shops on nearly every block, NYC’s obsession with coffee is undeniable, and 11th Hour brings that passion to life in a bottle. Our identity system draws from vintage wayfinding with its impactful typography, strong color, and bold packaging system.
Industry
Food & Beverage
Type of Work
Creative Direction, Art Direction, Brand Identity, Logo Design, Package Design, Merch
We explored various visual and verbal cues connected to New York’s café and bar culture, ultimately focusing on the raw, industrial charm of the city’s iconic transit system. Vintage subway typography, once functional and hand-built for legibility in fast-moving spaces, became a foundation for the wordmark and typographic hierarchy.
The brand icon is directly inspired by New York City subway tokens, a symbol of movement and everyday ritual. 11th Hour wanted a logo mark that felt unmistakably tied to the city without relying on clichés, so the classic vintage token became the foundation. The shape houses an hourglass, a visual cue for time, and the brand’s namesake. Within the hourglass, the sand forms a subtle coupe glass, reinforcing the product’s cocktail identity without spelling it out.
