Will Guthrie

Lot 63

Building community through inclusivity, and coffee.

A coffeeshop, tap house, and gathering space positioned wisely in historic Old Salem. Started by a group of Moravian pastors, their goal was to create an inclusive community space for both citizens and visitors alike to enjoy the rich history of the Moravian community one cup and pint at a time.

I partnered with their founding team to name the business, create the brand identity and initial pitch materials so they could seek investors and funding for the project. The name “Lot 63” was discovered through a deep dive into the history of their building. It was the original land designation number for the plot of land the building sits on today. This discovery informed the rest of the identity through color, typography, and textures that reference historical maps and photographs of the area.

Services: Brand Identity, Brand Collateral, Naming

Work Makes Work.

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