We ended up with a fairly simple, minimalist mark; however, I went through tens of iterations ranging from a completely flat line-art concept drawing of the cup with slight perspective to a concept of almost pure geometry.
One big issue we ran into was that the more abstract/geometric the mark became, the higher the chance people would misunderstand the mark and imagine something else (for example, people might see a tankard of ale instead of an inverted coffee cup). That was the main reason I went a couple of steps back to the original coffee cup shape. Káves will be used as aproject for an incubator.
