Cammo Coffee is a branding effort that juxtaposes the concepts of camouflaging (or military style) with coffee. This unconventional brand is aimed to make this product stand out in store shelves, as based on my research, there aren't many brands using military/camouflage motifs out there.
The logo features a dog tag with coffee beans embedded inside, so even without the logotype the product can be easily recognized as being coffee. The colors chosen are normally represented in camouflage patterns, with the addition of an attention-demanding orange for bold contrast in the branding.
This branding effort will also expand into package design for product bags, cups, and more.