Fun stuff Jeff, thanks for posting it here. I get what Architecture is bluntly saying, the branding feels young… but I think if that is what you are going for, then I don’t see the issue with it. Think of the other big coffee brands. Starbucks? What does a mermaid have to do with coffee? Blue Bottle? What does a blue bottle have to do with coffee? Stump town? Sure they are from Portland, but most people don’t know the nickname that came from clear cutting over a hundred years ago… Architotrure, seems you are being a bit overly literal no?
Regardless, the presentation of the idea is very nice. Well done visuals.