three dots coffee

The brand identity for Three Dots came straight out of our conversations with the founders. We didn’t “invent” a meaning for the name we uncovered it by sitting together and talking honestly about what the three dots symbolised for each of them.

What kept showing up was this idea of the dots as a living ellipsis … an unfinished sentence, a story that’s ongoing. Three Dots felt like continuation, connection, and craft all wrapped into one simple mark. A reminder that good coffee is never static. It’s always in motion.

Through the strategy sessions, the three directors kept coming back to the same truth: every great cup of coffee is shaped by three stages. Processing. Roasting. Brewing. Three quiet transformations that decide everything. The dots became those stages   the journey from farm to cup, each part with its own flavour, its own skill, its own care.

From those conversations, the vision became clear. Three Dots wants to be a bridge   between origin and experience, tradition and innovation, people and purpose. A brand that brings joy, curiosity, and a sense of place to every cup. One that champions curiosity, collaboration, humility, precision, and transparency.

And that thinking shaped the design directly.

The logo holds the three dots inside the shape of a cup a small nod to the story that’s never finished but the outline also reads like a magnifying glass. That wasn’t an accident. It reflects the way the founders think: look closer, stay curious, show the process, don’t hide the craft.

Each image uses an arm or a pair of legs as the “character,” because Three Dots is ultimately about people and the craft behind the coffee. The tattoo-style coffee plant running up the skin is the anchor. It also champions the ‘asian’ style as the tattoos are created in Japanese style.

Each illustration represents one stage of the coffee process:

Processing
The snapping hand with the coffee cherry in the air captures that first moment of energy. The bean is still in fruit form, full of potential.

Roasting
The hand holding the green bean between the fingertips is about precision. Roasting is all about small decisions and paying attention. The gesture reflects that.

Brewing
The legs up in the air, crocs tossed aside, is the enjoyment stage. It shows the point where the hard work becomes a simple pleasure. An invitation to delve into the coffee.