Slayer Espresso
Steam Single Product Branding
I was asked to develop a logo and iconography for the Slayer Espresso "Steam Single" — a single-group espresso machine, modeled after their more expansive commercial line of machines built with 2-4 groupheads. With a plan to launch this new machine at World of Coffee in Copenhagen, Denmark, I also designed a backlit trade show booth as an environment for these gorgeous new machines to live in.
The Slayer Steam line follows a vinyl-record themed naming format, starting with the LP and EP. Naturally as I developed the branding for the Steam Single, I found my inspiration at the record store where I sifted through shiny black, vintage 45s and 7" records, some of which still had their yellow plastic spindle inside. This spindle was the perfect way to show the small-but-powerful Steam Single in the form of a simple, iconic image. To design the Steam Single logo, I used the shape of the chrome legs on the espresso machine itself and built it into a circular, repeating shape.
