Brand Identity Design
Journeys Coffeehouse
(The Gathering Place)
A specialty craft coffee experience -Through purposeful design and collateral, Journeys elevates mediums of connection, community, and conversation through craft food and beverage.
Brand Ethos Development
Journeys Coffeehouse is envisioned as a shared "third space," designed to be a welcoming environment for individuals on their unique paths. The concept revolves around creating a sense of unity among diverse individuals, where each experience offers a moment of connection and reflection. By curating an atmosphere that fosters community engagement and personal journeys, the coffeehouse becomes a destination for inspiration and sense of home.
Collaboration and Community
The design process involved connection with the community, ensuring that the vision resonated with local residents and coffee lovers. This included presenting concepts to a group of reviewers and engaging in conceptual development sessions, where feedback shaped the design direction. The iterative process allowed for the refinement of ideas, fostering a strong sense of ownership among stakeholders and aligning the project with community values.
Creative Direction
The overall creative direction employed a topographic map, highlighting individual shapes and forms to create a cohesive visual narrative. The journey theme was translated into design elements, with hand-drawn coffee-focused graphics enhancing the organic feel of the branding. This approach establishes a connection between the visual identity and the experiences of those who come to the coffeehouse, reinforcing the idea of shared journeys.
Color Palette
The color palette consists of warm and organic tones, featuring primary colors in unconventional hues that represent the coffee harvesting process and brewing methodologies. These colors evoke a sense of familiarity while also offering a fresh perspective, making the brand easily recognizable. The chosen palette not only enhances the aesthetic but also communicates the rich and inviting nature of the coffeehouse.
Logo Variations
Logo variations were developed to ensure versatility across print and digital collateral. Each variation pulls from different aspects of the brand, incorporating elements of typography and coffee culture. The primary mark serves as a recognizable symbol of the coffeehouse, while secondary logos adapt to various applications, creating a cohesive identity across all platforms.
Menu Designs
Multiple menu designs were crafted to cater to both digital projection and print formats. This included layouts that prioritize clarity and ease of navigation, allowing customers to engage with offerings seamlessly. By balancing aesthetic appeal with functional design, the menus reflect the coffeehouse's commitment to enhancing the customer experience.
Merchandise Designs
Merchandise designs were developed in collaboration with local printers, including T-shirts, hoodies, stickers, pins, and hats. This initiative not only promotes the brand but also supports local businesses, reinforcing the community-centric ethos of Journeys Coffeehouse. Each piece of merchandise reflects the unique identity of the coffeehouse, encouraging patrons to take a piece of their journey home.