Our client’s main goals for us were three deliverables...
How might we best equip Café X to increase customer awareness, acquisition, and retention in their physical and online space?
To begin with, I started with an analysis of Cafe X’s current brand image, talking with the owners, Cynthia and Khea, and their customers to better understand how they wanted their brand to be perceived and the steps we could take to push those elements forward for consumers, investors, and other brands.
Cynthia and Khea explained their mission and overall values that helped cement a target audience and pain points. I also focused on pulling tone words that best suited their identity and could drive their rebrand.
In their own words, "these values underlie the 'how,' 'where,' and 'with whom,' we do our work.".
"INTEGRITY FROM THE ROOT.
CREATIVE COLLABORATIONS.
QUALITY THROUGH CARE.
CONNECTED COMMUNITY.
AUTHENTICITY ALWAYS.”
Expressive
Empowering
Black-Owned
Authentic
Community-Driven
I did a holistic overview of their branding through their online presence such as their website and social media channels, finding some problems that prevented them from aligning with their values, such as bright, clashing colors.
I also completed a competitive analysis of competing coffee shops to better understand how to help Cafe X stand out from the crowd and reach their intended audience. I then iterated on a brand identity that spoke to Cafe X’s core values.
I created two guiding tones that would shape the overall design image, each speaking to different facets of the values Cynthia and Khea mentioned.
Bold
Neutral
Moodboards created for both palettes
After consulting with our clients, customers, mentors, and of course the rest of the team, I compiled their feedback to create the final brand identity.
My final brand identity that I created for Cafe X consisted of a revised dynamic color system, typeface and sizing, as well as assets and elements that spoke to who they were as a brand.
The clients as well as the team felt both of the previous iterations each had their individual strengths that could better represent the brand if they were combined. So, I created a hybrid style guide of both.
Once the rebrand was complete, it was deployed across the rest of the final deliverables for Cafe X, including web UI, social media, and marketing.
CTA button color iterations
CTA button design iterations
Example template posts for product launches, community events, and publication blasts
Different color blocks could be used for posts depending on which color system best suited the content.
Dynamic gradients could also be used for announcements as Café X saw fit.
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Design iterations for Café X's instagram story highlight covers
Final cover designs
This was the first design project I had working with clients and outside of hypotheticals. There were tangible deliverables that my team and I were able to execute and feedback that we worked with in real time.
Over the course of the project I learned about aligning my design work with client values and how to make design justifications and decisions backed by business and customer goals.
There were limitations on the handoff of all of our work and we had to work with what was possible within our timeframe and abilities. I definitely learned how to scale back and keep decisions simple and effective.
Interdisciplinary work! We were split into two teams, design and marketing. This was my first time working closely with marketing folk and I learned about what important factors they look for when creating an actionable plan for clients and how design can be used to facilitate that.
If you'd like to read more about the project....
