Branding Booklet: Caffeine Cabin
Table of Contents Mission Statement...........................3 Logo Usage.......................................4 Color, Patterns, & Texture Usage...5 Font Usage.......................................6 Stationary Use & Guidelines..........7-8 Product Package Design.................9-10 Imagery...........................................11-12 Website Design...............................12-13 Advertising.....................................14-15 Ephemera........................................16-17 Store Front......................................18 Store Signage..................................19 Employee Uniforms........................20
Mission Statement Caffeine Cabin is dedicated to serving its customers fresh, organic food, coffee, and other drinks. Caffeine Cabin serves 100% American Kona Coffee grown in Hawaii and roasted on site. We seek to create a warm, friendly environment that everyone can enjoy. Caffeine Cabin is place for people of all ages, but will likely specifically market to people from ages 18-35. The café is an ideal place to meet with friends, go on a date, study, and relax. With it also being a venue for performing artists, this will draw a lot of additional customers. Caffeine Cabin is an all American organic café and espresso bar located in Asheville, NC. The business is off the beaten path, but within a few minutes of downtown. Caffeine Cabin buys its coffee from Mountain Thunder Kona Organic Coffee which is grown in Hawaii, the only state in America that grows coffee. Caffeine Cabin is scenically located with a great view of the mountains. The business serves breakfast (including a buffet) daily and serves other sandwiches, soups, and dishes all day. Everything is made fresh daily with organic ingredients. The espresso bar offers a wide variety of coffees, lattes, espressos, and teas. Additionally, Caffeine Cabin sells locally made mugs and other ceramic dishes, as well as a variety of art made by local artists, t-shirts, stickers, knitted scarves & hats, Caffeine Cabin Coffee and other various items. The facility is two levels, the downstairs having the café, espresso bar, store, and tables and the upstairs being a place to serve as a venue for performing artists, parties, and other events.
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Logo Usage
Good Logo Use
Bad Logo Use Stretched
Too Small
Color, Patterns, & Texture Usage Caffeine Cabin’s main color scheme includes brown, red, and white with blue as an accent.
The main pattern used throughout the brand is a red and white plaid pattern.
The texture used most often in Caffeine Cabin’s brand is a wood texture. Coffee stained paper textures are used predominately for ads and the business’ website.
Font Usage Coolvetica Coolvetica is the font used for ads, brochure heading, address on business card & letterhead, and serves as the header for the branding booklet. The font is modern, a little funky and edgy and works well with the business style and market. Avoid using for large sections of text as it can affect legiblity of text.
couture Couture is used within the business logo for the company name only. It could be used in some cases with headings for special events.
Cafe & Brewery
Cafe & Brewery is the other font used within the logo and serves as the font for the secondary text, “cafe & espresso bar�.
Helvetica Used for paragraphs of text in the brochure. It works well with Coolvetica since Coolvetica is based off Helvetica.
Baskerville Baskerville is used for the business letterhead text (12 pt).
The handwritten cursive font is used with packaging design, ephemera items, and ads. 4
Stationery Use & Guidelines The letterhead is 8.5 x 11 in. The guidelines listed in the template should always be followed. The letterhead incorporates the plaid pattern.
d oa eR ors 8704 H 2 ck Bla , NC om 102 eville -4197 bin.c a h 5 s c 0 e A 9 4)fein (86 w.caf w w
Dear Customer, The letterhead is designed to convey our brand; we use recycled paper that is in line with our commitment to helping the environment and also reflects the vintage, woodsy style of our branding. We use Speckletone Paper from French Paper Company in “Oatmeal”. The type of paper and color has a very rugged look and goes well with Caffeine Cabin’s style. The plaid pattern is also featured on our business card and fits well with our style and location. The margins are 1/8th of an inch around the letter. The font that is used is Baskerville and the font size is 12pt. Thank you for your continued support and visit us soon!
Sincerely, Caffeine Cabin Staff
The envelope has the “coffee berries” pattern printed on the interior. It is printed on Speckletone Paper in Oatmeal as well. 5
The brochure incorporates the plaid pattern and wood texture. The design has more of a modern and minimal look. The color scheme emphasizes the all-American concept.
The business card is also very minimal and includes both the plaid and wood textures. The QR code will link to either a coupon or the business’ website.
102 Black Horse Road Asheville, NC 28207 (864)-905-4197 www.caffeinecabin.com
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Product Package Design This packaging design is for the deluxe sampler. The sampler includes the Vienna roast, French roast, and American roast, an organic chocolate bar, and Earl Gray tea. The exterior features the wood and plaid textures on each side of the spine.
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The interior features the coffee berries pattern and has slot placements for each item. The “handwritten cursive� font is used on both the exterior and interior.
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Imagery Images used for ads, the website, and other purposes should be warm, happy and fun. Pictures should show the facility, customers, and showcase art as well.
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Images of people should include pictures of people in the business’ target audience which would include people in their teens - early 30s. They should show diversity in race and age as well. Pictures of artists or “artistic” types should be used as the business markets to artists. Images should show people inside and outside the business.
Website Design The website is designed to emphasize the artsy style of the business. Links to the customize your mug and a link for artists are featured on the front page.
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Upcoming Events page
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Customize Your Mug page
Advertising Ads should convey the vibe of Caffeine Cabin- they should be fun, happy, warm, whimiscal, and artistic looking
A view like no other. 100% organic, all american, locally roasted coffee. Experience Caffeine Cabin today.
Caffeine Cabin 105 Blackhorse Rd. Asheville, NC 28202 (864)-905-4197 www.caffeinecabin.com
100% Organic, 100% American, Locally Roasted, Really Delicious Coffee. 105 Black Horse Rd. Asheville, NC 28202 | (864)-905-4197 | www.caffeinecabin.com
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Ephemera
Disposable coffee cup with quote. Sticker with logo in “Brick”.
Men’s T-Shirt with quote and logo.
Coffee mug with quote and logo. Mug customization will be offered online.
Women’s T-Shirt with quote and logo.
Store Front
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Store Signage These signs will be used to help guide customers to the store as it is off the beaten path.
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Employee Uniforms Employee uniforms consist of a Caffeine Cabin T-Shirt and any kind of solid colored jeans or pants. We want our employees to be comfortable and express themselves while representing our brand.