For Partners

BRANDING GUIDELINES

Welcome to the Jumpin Goat Drive Thru Branding Guidelines. These guidelines help partners, collaborators, and affiliates maintain the integrity, consistency, and playful spirit of the Jumpin Goat brand.

By adhering to these rules, you ensure that every use of our brand elements reinforces our core mission: to deliver the G.O.A.T. (Greatest of All Time) beverage experiences through energizing flavors, fun storytelling, and exceptional drive thru service.

Partners

Case Studies

Open a study for the numbers. Close it to keep scanning.

National brand collaborations show how Jumpin Goat puts a partner in front of high intent GOATs ... on the menu, in the cup, and across local media. Use these reports as the model for how a limited-time activation should look, sound, and get measured.

Two iced GOATED Matcha drinks in Jumpin Goat cups on a matcha recipe card

Two Leaves and a Bud hats, green tees, and stickers laid out for the Jumpin Goat crew activation

National Brand

Two Leaves and a Bud GOATED Matcha Bevie Launch

A hands-on matcha launch put Two Leaves and a Bud in the cup for thousands of North Country GOATs, trained the crew and local creators, and kept GOATED Matcha on the menu.

Mike's Hot Honey bottle beside Jumpin Goat cups, chocolate, and a honey dipper for the GOATED Bevies collaboration

National Brand

Mike’s Hot Honey® GOATED Bevies Promotion

Value Summary Report · March 6 – April 6, 2026

Our Mike’s Hot Honey GOATED Bevies collaboration delivered strong results through high visibility menu placement, qualified product trials, direct customer outreach, and solid earned media reach in the Watertown, NY market.

Jumpin Goat is not your average drive-thru — we serve beverages only, inspired by the legendary goat who discovered coffee by eating cherries and jumping with vitality. Our brand embodies energy, playfulness, and discovery, with every beverage coming with a story and a burst of energy.

Our Mascot

KAFI

A light-blue goat with red horns and orange eyes, Kafi represents the rebel archetype: playful, outgoing, and challenging the status quo.

Core Mission

Deliver energizing flavors, fun storytelling, and exceptional service to transform a simple drink run into a memorable, uplifting experience.

Slogan

"Have A Jumpin Day!"

Brand Story & Values

At the heart of Jumpin Goat is the ancient legend of goats discovering coffee, leading to boundless energy and joy. We embrace this quirky tale to inspire customers to "discover" new flavors and leave feeling invigorated.

Key Values:

Energized and Playful: Every interaction should be light-hearted, filled with humor, and focused on joy.
G.O.A.T. Excellence: Unrivaled quality, taste, and service.
Customization and Discovery: Over 150,000 flavor combinations encourage ownership and excitement.
Inclusivity: Appeal to coffee lovers, soda enthusiasts, energy seekers, and health-conscious consumers through diverse products like GOATED Coffee, GOATED Soda, GOATED Chargers, GOAT Water, and Iceciatto.

When partnering, incorporate our story to create shareable, memorable experiences that align with Millennials and Gen Z's preference for experiences over products. Avoid associating with "Dirt Water" (low quality beverages) or anything that dilutes our high energy vibe.

Logo Usage

The Jumpin Goat logo features our mascot Kafi in the "GOAT pose" — a light blue goat jumping happily, with red horns and orange eyes. It includes a Droste effect: the goat holds a Jumpin Goat to go coffee cup, which bears the same logo of the goat holding the cup, creating an infinite loop.

Logo Variations:

Primary Logo: Full color with orange background.
Secondary Logo: Monochrome (black outline on white) for limited color applications.
Icon Only: Standalone Kafi mascot for small spaces (e.g., app icons).

Usage Rules:

Clear Space: Maintain a minimum clear space around the logo equal to the height of the "J" in "Jumpin".
Minimum Size: No smaller than 1 inch in print or 100 pixels digitally to ensure legibility.
Placement: Always place on a clean background; prefer orange (#FF570A) for vibrancy.

+Use in goat themed contexts, like promotions for "GOAT of the Day" or "The GOATED List."
+Scale proportionately.
+Pair with our slogan "Have A Jumpin Day!"

Don't

×Alter colors, distort, or rotate the logo.
×Add effects like shadows or gradients without approval.
×Use on cluttered or low contrast backgrounds.
×Combine with other mascots or brands that conflict with our playful rebel archetype.

Request logo files in vector format (e.g., .AI, .SVG) from Jumpin Goat for all uses.

Color Palette

Our colors evoke vibrancy, energy, and playfulness. Use them consistently to maintain brand recognition.

#FF570A

Orange Background

Energetic base for logos and accents

#87CEEB

Light Sky Blue

Main goat color, sky-high energy

#00008B

Darker Blue

Depth for shading or text

#FFD700

Yellow Accents

Bright, golden highlights (horns)

#FF0000

Red Accents

Bold, playful pops (inner ears/horns)

#000000

Black Outline

Contours and text for clarity

#FFFFFF

White

Clean contrast for text and highlights

Usage Guidelines:

Dominant: Orange and Light Sky Blue for 60–70% of designs.
Accents: Use yellow, red, and darker blue sparingly for emphasis (e.g., horns, eyes).
Avoid: Pastel or muted tones; stick to these hex codes exactly.
Accessibility: Ensure sufficient contrast (e.g., black text on white or orange).

Typography

While specific fonts are not predefined, use playful, energetic typefaces that align with our brand.

Recommended:

Headlines: Bold, sans-serif fonts like Futura or similar (energetic and modern).
Body Text: Clean sans-serif like Helvetica for readability. Handwritten fonts are applicable for different applications and designs.
Sizing: Headlines 24pt+, body 12–16pt.
Style: Uppercase for emphasis (e.g., G.O.A.T.), but avoid all caps for long text.

Always ensure typography is fun and approachable, avoiding formal or serif fonts.

Tone of Voice & Language

Communicate with high energy and humor (goat puns, etc) to embody our playful spirit.

Tone: Energetic, fun, rebellious, uplifting. Use exclamations! Make customers feel like GOATs.

Key Terms:

G.O.A.T.: Greatest of All Time — use for excellence.
GOATs: Refer to customers as GOATs.
GOATED: Best version; also for surprises or apparel wearers.
GOAT of the Day: Daily random reward.
GOAT-tastic: Beyond amazing.
The GOATED List: VIP rewards program.
The Herd: Loyal community.
Bevies: Drinks
BAHrista: Baristas (from goat "bah").
BAHnanza: Promotional events.
Kicks: Bevie additives and enhancers.
Bevie Sizes: The Nanny (small), The Billy (large).
Dirt Water: Avoid; use only to contrast with our quality.

+Incorporate storytelling, like the goat discovery legend.
+Use puns: "GOATastic," "Jumpin day."
+Encourage sharing: "Share your GOATED drink on social!"

Don't

×Be formal or boring.
×Misuse terms (e.g., don't call non-customers GOATs).
×Promote competitors or low quality items.

Mascot & Imagery

Kafi in the GOAT pose — light blue, red horns, orange eyes, always jumping and happy. Use this likeness as the reference for every mascot illustration.

Mascot: Kafi — Light blue goat (#87CEEB) with red horns (#FF0000), orange eyes (#FF570A), always jumping and happy.

Usage: In animations, illustrations, or photos. Show Kafi in rebellious, fun poses — never static or sad.

+Pair with beverages, energy themes.

Don't

×Alter appearance or use in non-brand contexts.

Imagery Style:

Vibrant, dynamic photos/videos of drinks, drive-thru interactions, and happy customers.
Themes: Discovery, energy, customization.
Avoid: Dull, corporate, or unrelated images.

Product & Menu Representation

When featuring our products:

Highlight customization (150,000+ combinations).
Categories: GOATED Coffee & Espresso, GOATED Soda, GOATED Chargers (Red Bull-based), GOAT Water, Iceciatto.
Descriptions: Use provided copy.
Partnerships: If co-branded, ensure Jumpin Goat elements dominate.

Partnership Applications

Digital: Websites, apps — use logo with link to jumpin-goat.com.
Print: Menus, flyers — full color only.
Social Media: Tag @JumpinGoatDriveThru, use "Have A Jumpin Day! 🐐☕️🥤", #HaveAJumpinDay, #GOATED.

+Maintain playfulness and energy.
+Get approval for all uses.
+Use exact colors and terms.

Don't

×Modify elements without permission.
×Associate with negativity or competitors.
×Overuse or dilute the brand.

Questions & Assets

CONTACT ERIK RUSSELL

For questions or assets, contact Erik Russell directly. Thank you for helping us spread the Jumpin Goat energy! Have A Jumpin Day! 🐐☕️🥤