Fuel’s design concept is the evolution of energy technology, from past to present. This concept is showcased using imagery of old windmills and gas pumps.The design highlights the return to preindustrial revolution energy sources, and how they have evolved into our new green energy resources. Ancient windmill technology is paired next to modern wind turbines, while water wheels contrast with our modern hydroelectric. We further the concept with imagery of early 20th century gas pumps contrasting with modern charging stations. The idea that green technology has been here all along is the principal and showcasing it’s evolution the goal.

Fuel’s main logo features wings and a wheel. It is inspired by old gas station pump logos of the early automobile days. The coffee bags are adorned with the chemical equation for caffeine, the fuel the patrons will be enjoying. The color theme features a rich orange and a dark navy blue to ensure contrast and readability.