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When coffee beans were first cultivated in the Ethiopian highlands in the ninth century A.D., those pioneering farmers probably had little idea of the vital role the beverage brewed from their crop would eventually play. In the U.S., consumers purchase approximately $18 billion of coffee annually, and the average drinker consumes 3.1 cups daily.

Although industry Goliath Starbucks has achieved the catbird seat among American coffeehouses, its very aggressive expansion campaign has somewhat backfired and, amidst economic challenges, triggered layoffs and store closings. To fill the gap, smaller chains and independent shops continue to make inroads by offering a distinct experience. Bad Ass Coffee, which opened its first location in Hawaii 20 years ago before moving to Salt Lake City in 1991, is one such up-and-comer in the coffee-shop market. The company operates more than 40 franchises throughout the U.S. – and six more in Japan and Malaysia — and uses a unique blend of signage and environmental-graphics that play on its name (thus, the donkey) and creating an interior that provides an “Aloha” atmosphere.

“Our signage lets our customers know exactly who we are,” Connie Alexakos, Bad Ass’ VP of marketing and product development, said. “It intrigues at first sight, emphasizes our branding and provides the feeling of a Hawaiian vacation.”

Allied Signs (Salt Lake City) has fabricated Bad Ass Coffee’s exterior signage for six years. The program includes illuminated and unlit wall signage, channel letters, sidewalk signage, window graphics, and pylon and monument signage. Jesica Western, an Allied sales rep, said the company has fabricated signage and graphics for 34 Bad Ass stores.

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“The size of the signs depends on the location, but we’ve fabricated pylon signs as large as 20 ft. tall with a 72-sq.-ft. cabinet,” she said. “We’ll install the signs ourselves if it’s for a location in a nearby state, like Nevada or Utah, but we mostly ship them in custom crates to be installed by subcontractors.”

Inside, Bad Ass Coffee shops typically feature bright, ruby-red neon signs that read “100% Kona Coffee.” Stores have latitude to expand their programs – for instance, the Tokyo shop features a vintage Mercedes roadster bedecked with the company’s regalia, and the Virginia Beach location features a rendering of a hula dancer with neon script overhead the simply spells, “Hawaii.”