I was approached almost a year ago to create the branding and interiors for a new speciality coffee shop in Dublin. The client had decided on the name 'Joe's' which is a reference to the phrase a 'cup of Joe'. I spent some time looking into the origin of where the phrase 'a cup of Joe' originates and from my research I came across a man named Josephus Daniels. Daniels was appointed by United States President Woodrow Wilson to serve as Secretary of the Navy during World War I. Daniels banned alcohol from United States Navy ships in General Order 99 of 1 June 1914. This led to the folk etymology that "cup of joe" (referring to a cup of coffee) derives from Daniels' name.