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Huddersfield Independent Companies As a group, We went around Huddersfield town taking pictures of independent shops that we found that we could use for our project to re brand. We decided on re-branding a coffee shop because we came across few independent coffee shops which we could compare and re create a new brand out of. Out of the 4 coffee shops, we went with Queenies as we felt that Queenies coffee shop’s branding is not as professional compared to the others and we could improve its branding and make its identity stand out to the audience. Once we decided on re-branding Queenies, we went back to the shop and asked if we could take pictures of inside the shop as our company research. We also tuck pictures of Huddersfield town centre as we went along, this was also for our research so that we got a better understanding of the environment around the shop in order to make the branding more appropriate for its audience. Using the pictures and images that we collected were then put together on a A2 sheet of paper as mood boards. We created 6 mood boards, Huddersfield mood board, coffee branding, company coffee shop, target audience and Queenies Reviews. We got the our target audience, coffee branding and the review images from the internet. Creating these mood boards made it easier for me and the group to understand our target audience, our company and the environment so that my branding for Queenies is successful.
Huddersfield Mood Board
Coffee Branding Mood Board
Queenies Coffee Shop Mood Board
Target Audience Mood Board
Queenies Review’s Mood Board
Queenies Coffee Shop Review After creating the mood boards, I got a better understanding of Queenies coffee shop and branding. The coffee shop reviews that I found on Huddersfield Kirkless website was very helpful because it showed both positive and negative reviews about the service Queenies previous customers got and how they felt. This helped me and my group a lot as we could see what needed improving in the shop and what is already good about it so that we could take the negative comments and make them positive in our branding.
Coffee Shop Concept Here I have brainstormed different concepts that I could use as advertising other than branding. I came up with these concepts by reading the Queenies Reviews. I felt that the environment inside the coffee shop was quite relaxing when I went to take pictures but the interior design was not interesting as there were no graphic imagery or boards on the wall and the use of colour was very dull. The only positive side was that people found it a very good place for socialising and meeting up with family and friends so I thought that the could more interactive elements within the shop to make the customers stay in the shop more memorable. Similarly I have brainstormed many other ideas like this that could make the shop appealing to my target audience and Queenies customer. I will not be able to physically design or create these ideas but as research it was a good idea to think about the coffee shop itself and not only the branding. I have visually shown some of my concepts by creating different mood bards on some of the ideas.
Queenies coffee shop concept Mind map
Visual Imagery ideas
Visual Imagery for Branding One of my ideas from the mind map is visual imagery which I might consider doing because it will fit in really well with my branding work and it will also be very helpful for the customers when making their order. Some of the ideas that I came up with for visual imagery is to make specials board understandable for the customers using graphic icons so that customers understand the information easily. Paintings or canvases of coffee combined with fair trade logo to show that the coffee Queenies use is fair trade and a small coffee guide to educate and inform the customers what each coffee has in it as some customers do not understand the difference between the coffee’s. I want to create this because, if I was a customer at Queenies, I would find these very helpful.
Interior Design
Typography Design
Visual Display
Colour Scheme
Creative Menu
Pattern Branding
Logo Design Development Here, I have sketched out some logo ideas that I think will go really well with the new branding for Queenies. Queenies original logo consists of a cup with cream on top which I don’t find as interesting as the graphic and the colour is not as attractive as it could be. Due to this not many people take notice of the shop, so I focused on making my logo interesting and bold so that it stands out. For my logo I decided to briefly experiment with different typography with the logos to see how the two elements work together. I then moved on to creating the logo on illustrator before picking out a final design. Once I had my final logo design, I started to experiment with different colour schemes using the colours from my colour scheme mood board. I wanted to try out different possible colours and see how they looked before I decided on the final colours.
Logo Development 1
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Experimenting with cup shapes and colour scheme
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Chosen Logo Design Q
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Typography Development
Here I have looked at typography in more depth by designing ‘Queenies coffee shop’ in a better scale. In my typography sketches I only created 3 different styles because I wanted to see if the typefaces worked together so that I can do more of it on illustrator.
Queenies Queenies COFFEE C O F F E E Queenies COFFEE QUEENIES Queenies Coffee COFFEE
Queenies COFFEE
COFFEE
COFFEE QUEENIES Coffee
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Queenies s e i Queenies n e COFFEE ue
Company Card Design
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Queenies COFFEE
I looked at different colour combinations before picking a final colour scheme. I really like the red velvet colour with brown and beige because it gives that worm feeling which fits in perfectly with Queenies coffee shop. The use of brown and red visually represents coffee which works well together. I chose to use black so that it can be applied to the things that are on offer or the specials menu so that it stands out from the rest of the branding. I created a simple pattern that I will use as an identity for Queenies and all of their materials. I decided to use this pattern because it gives a hand crafted and vintage feeling which I think is appropriate as Queenies coffees are hand crafted and my concept is retro/vintage for the coffee shop. The colours also fit in with the pattern effectively and really brings out the colours and it will make the branding very bold and interesting.
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Queenies COFFEE
Juice Orange, Apple or Blackcurrant or Blackcurrant
Once I started putting the logo and the pattern together to brand the objects, the logo did not fit in well with the design. When I finished creating my Queenies business card, the log in the middle was getting in the way of the patterns. They were two different elements that clashed against each other and did not flow. Therefore, I decided to make the pattern the identity of the coffee shop, so I re created and design different logos that will be more appropriate to the design concept. I did some quick sketches by using my original pattern and combining it with typography to make a new identity but I still feel that these logo designs don’t represent a coffee shop it self.
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QQUUEEEENNIIEESS QUEEN ES
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Logo Development 2 Pattern as Branding
QUEEN ES
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Logo development 3 Brand Pattern with typography
I created more logos as I was not satisfied with my previous 2 logo designs. Here I have combined simple icons with my typography style to create a simple logo which mainly focuses on typography. I used simple icons such as the crown, cup and a single pattern from my brand pattern so that this logo fits in with the design concept. I have experimented with fill icons and lined to see which looked interesting. I also used the brand colours for the typography so that it fitted in with the brand guideline. I have chosen the second design as my final logo.
Cup
Crown
Brand Pattern
Business Cards
Queenies COFFEE
Loyalty Cards
Queenies COFFEE LOYALTY CARD
BUY 8 COFFEE’S WITH US AND GET YOUR 9TH COFFEE FOR FREE
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FREE
I decided to keep my business and loyalty card front side simple and created the back of the cards a little more complexed. The front only has the logo to make it easy for the customers to identify the shop. I used the brand pattern at the back of the business card as it is also the shop identity.
Queenies COFFEE COFFEE GUIDE
Queenies COFFEE COFFEE GUIDE
KNOW WHATS IN YOUR COFFEE.
ESPRESSO
MACCHIATO
AMERICANO
LATTE
CAPPUCCINO
MOCHACCIO
ESPRESSO
MILK FOAM
WATER
STEAMED MILK
WHIPPED CREAM
CHOCOLATE SYRUP
Here I have used my brand pattern and colours to brand the items used in a coffee shop. I have branded and created designs for take out cups, take out packaging, business card, loyalty card, stickers to seal wrapping paper, specials board, black board and mini coffee guide. I made sure that the pattern consistency runs through all the of branding so that they fitted in together. I experimented with the presentation of the menu, specials menu and the black board before finalising it. I first decided to make patterned wrapping paper but I felt that it would be too much so I went with the brown paper as it works well with the brand design and makes my stickers stand out on it. Some of the objects are simple and some are complexed like the patterns but they complement each other and each individual object stands out.
Queenies COFFEE MENU
Queenies COFFEE QUEENIES SPECIAL MENU BREAKFAST OFFER
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YORKSHIRE TEA
Toasted tea cakes/ toast and with any coffee or Yorkshire Tea.
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LUNCH OFFER
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Any sandwich, toasted melt, panini or homemade soup of the day with any coffee or Yorkshire Tea
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S EET TREAT
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YORKSHIRE TEA
Slice of cake with any coffee or Yorkshire Tea.
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Brand Guidelines Research Mind Board
Mind Map of my Brand Guidelines
Queenies COFFEE MENU
Queenies COFFEE MENU
Brand Guideline Research Before making my brand guideline document, I researched different brand guidelines and listed the elements I need to include in my document. I then mind mapped the points that I found useful to use in my own brand guidelines or Queenies Coffee Shop.