For the 2024/25 season, the Minnesota Wild launched a new brand at the Excel Energy Center in St. Paul Minnesota that would become the go-to stop for highly crafted coffee. Lohly Creative Co. was engaged to develop the new identity for this endeavor which had been named “Twisted Bean.” They wanted a unique, fun and energetic feel but also needed it to be tied to the Minnesota Wild brand and Excel Energy Center aesthetic. Referencing parts of the Minnesota Wild branding elements, both colors and shapes were brought over to inform the final mark. The hand drawn type and bean mark are playful and tie to the organically sourced beans that go into the highly crafted product.