Bitter: Public Typography in Coffee Shops

bitter PUBLIC TYPOGRAPHY IN COFFEE SHOPS

public typography in coffee shops

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table

of

contents

TABLE OF CONTENTS

JAVA BREAK BRAND IDENTITY

12

TYPOGRAPHIC ANALYSIS

16

experience the ambience retro takeover

vintage chaos type trash

ALCHEMY COFFEE BRAND IDENTITY

28

TYPOGRAPHIC ANALYSIS

34

when science meets coffee small space, big impact

trophy type minor flaws

DECADE BRAND IDENTITY

46

TYPOGRAPHIC ANALYSIS

54

calling all hipsters boosting brands

typographic treasure minimal mistakes

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foreword SINCE THE 15TH CENTURY, coffee houses have been a center for social interaction, political debate and literary criticism. Traditionally, men would assemble to drink coffee and enjoy company, conversa-

public typography in coffee shops

tion, music, reading and games.

COFFEE WAS CULTIVATED in Africa as early as the 9th century, but didn’t reach Europe or America until the 17th century.

The first coffee house “The Turk’s Head” was opened in London in 1652 by a servant named Pasqua Rosee. This trend caught on very quickly and by the turn of the century there were over 500 new coffee houses.

Across the Atlantic, The Merchant’s Coffee House in Philadelphia opened around the same time and was the meeting place of some of America’s finest gentlemen including George Washington, Thomas Jefferson, Benjamin Franklin and John Adams.

Since then, the coffee house culture has exploded. A 2016 study showed that there are over 55,000 coffee shops in the US to supply the nearly 400 million cups of coffee Americans consume per day.

“Revolutions have always started in cafes.” martin firrell

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THERE’S SOMETHING INTRIGUING about the coffee house trend that has taken over our society. There are a countless number of coffee shops in each community, each one with a different location, menu, and overall personality. Each coffee shop acquires a portion of this community. People may mix up their choice on occasion but generally will only go to their favorites. Some of this decision is based on the taste of the bean or its location, but most people are attracted to the feeling they get when they are in a coffee shop and will remain loyal unless displeased at some point. How the customer feels when they walk in and are greeted by employees, where they sit, what they do there, who they interact with; it all affects that per-

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son’s choice and can influence the success of the cafe. So what’s the secret? Brand identity. From interior decor to signage, logos, menus and packaging, a coffee shop is successful because they have a certain personality type that people connect with.

The typography found within these spaces links everything together. Hand lettered chalkboard signs, professionally designed menus and carefully picked typefaces combine to create an experience so seamless the average viewer doesn’t even notice it. This book will showcase, describe and analyze the public typography found in three local coffee shops to prove that brand identity is the key to a successful business.

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Java Break is one of Lawrence’s signature coffee shops that locals and tourists both treasure. The retro decor, homemade scones and unique rooms make this place more than just a coffee shop. It is a trinket museum and an experience that has become

public typography in coffee shops

part of this town’s identity.

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CH.01 | J A V A B R E A K

JAVA BREAK

location: 17 east 7th st classification: youngster dumpster identity: retro//quirky//vintage

09

public typography in coffee shops

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FIRST JAVA SPREAD

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CH.01 | J A V A B R E A K

“Love is in the air.

And it smells like coffee.”

011

top picks: cereal bar, homemade chai

best feature: free speech room

intro JAVA BREAK is the only coffee shop in Lawrence open 24 hours a day. Its homemade drinks and mix-n-match cereal bar draw in all types of crowds. To match the diversity, the cafe uses many different typefaces. To start, the large storefront sign is composed of bright colors, a 50’s diner-style retro typeface and a thick brush script. The sign gives an immediate look into the brand identity of Java Break with this use of typography.

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experience the ambience Java Break has a very unique ambience that no other coffee shops in the community have. Not only is it available to experience at all hours of the day but it has four different rooms, each with a different vibe to offer. The first room is the loudest since it contains the ordering counter, kitchen, a cereal bar and six tables of seating (on sassy leopard couches). The next room is packed with stuffed chairs, an old TV, a spiral staircase and a board game library. There are two rooms off of this one: the free speech room and the quiet study room. The free speech room is a bright green room filled with thousands of phrases and drawings that customers have written and drawn over the years. The study room is a quiet, warmly lit room with old photos and intentionally unfinished walls. Java Break mastered the experience of ambience because it has so much to offer everyone. From the stressed college student who needs to study all night to the family of five going out for a fun treat, it has it all.

THE SECOND VISUAL YOU SEE WHEN ENTERING THE SHOP: YOU ARE INFORMED THAT JAVA BREAK IS OPEN 24 HOURS, THANKS TO THIS NEON LED SIGN. EACH SANS SERIF WORD IS ILLUMINATED IN A DIFFERENT COLOR.

public typography in coffee shops

JAVA BREAK’S BRAND IS DEFINED BY IT’S QUIRKY PERSONALITY.

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CH.01 | J A V A B R E A K

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BRAND IDENTITY

public typography in coffee shops

THE FREE SPEECH ROOM SIGN IS MADE FROM ROUNDED, SLABSERIF STENCIL LETTERS THAT WELCOME THE CUSTOMER INTO A BRIGHT GREEN ROOM FULL OF VERNACULAR TYPE.

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retro

takeover

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CH.01 | J A V A B R E A K

JAVA NAILS THE VINTAGE BRAND IDENTITY. Java Break is one of the busiest hubs in Lawrence for students and families alike. With the shaded outdoor seating, old-fashioned decor and plethora of snack items, it’s hard to resist. There are four rooms, each boasting a different personality that all seem to perfectly go together under one brand. From the outdoor signage and logo to the menu, couches, old TV and vintage artwork, Java Break nails the old-school, diner-style, 50’s brand. The palette involves black, cyan, yellow, light purple and seafoam green. The retro font in the logo is also used in the menu and some of the flyers around the store that advertise daily specials. Besides that, Java Break features light-up marquee letters that establish the cereal bar and multiple hand lettered chalkboard signs. Java Break has one of the most recognizable brands because when you see the logo, you automatically understand the retro concept and remember the unique, vintage shop it belongs to.

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THE FREE SPEECH ZONE is the epitome of self expression and vernacular type. It is a room filled with thoughts, ideas, quotes, drawings, cuss words, epiphanies and other scribbles and signatures. The tables, walls, chairs and even bathroom are covered in sharpie, markers and pens.Thousands of letters made by thousands of people come together in this one room.

public typography in coffee shops

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vintage

chaos

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THIS HANDMADE SIGN USES SCRIPT, AN OUTLINED SANS SERIF AND ANOTHER MESSY SERIF. WHILE THE LOCKUP MAY NOT BE GREAT, HIERARCHY IS GOOD.

CLUTTER SHOULD END WITH THE DINER DECOR One of the great aspects of Java Break is the total clash of everything inside. Giraffe print couches, old TV’s, bright green walls and a cereal bar make for a one-of-a-kind cafe. Part of this involves having many different uses for and kinds of typography. This includes signage, labels, writing on walls and chalkboards, posters and flyers and other random bits of type found inside. The first thing you see when you approach the coffee shop is the large wood and metal sign. Chunky yellow letters spell out the “the Java Break cafe” using a script font and a sans serif on a light blue background. The menu mainly uses a bold, sans serif font for the category headers, menu items and descriptors and a serif font as a subhead for each category.

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ONE UNIQUE USE OF TYPOGRAPHY is in the cereal bar. The area is labeled with 3D, silver Marquee letters that light up with mini bulbs. The letters rest on a ledge that acts as a baseline. Java Break uses multiple typefaces in many different physical forms to add to the vintage, retro identity everyone recognizes.

TYPOGRAPHIC ANALYSIS

public typography in coffee shops

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The Java Break menu features pin up girls and a sans serif with high contrast in stroke weight.

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CH.01 | J A V A B R E A K

type trash TYPOGRAPHIC FLAVOR TAKEN WAY TOO FAR Most of the typography used in the store doesn’t match the rest of the brand. In the entire cafe, their must be around ten different typefaces.

Java Break is known for its eccentricity but could benefit from better use of typography. If they kept all the decor the same in every room, people would still identify them as a vintage brand.

But if they cleaned up their menus, labels and packaging, people would also associate them with good taste in design and typography.

A lot of people may think the mess of communication in Java Break adds to its quirkiness.

However, from a design standpoint, it needs to be simplified. The logo is great because the retro personality is easily recognizable. It’s unique, fun and anyone in Lawrence would be able to describe it. A lot of the typography in this shop adds to the messy vintage vibe of the restaurant but it could use some structure and organization in the menu and packaging. The menu in particular needs work. First off, typefaces should never have a stroke on them. The menu needs more white space and a sense of hierarchy. The fonts used in the menu are too big and bold to be easily red. Everything looks crowded and it’s hard to comprehend.

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TYPOGRAPHIC ANALYSIS

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Cafe Verses No.01 [a mini-feature about coffee poetry]

you are like a fresh cup of warm coffee, first thing in the morning. i am tired; weary with the burden, of long-closed eyes and slumber, and the prior day’s exhaustion

public typography in coffee shops

but if my day begins with you i know no task can challenge me.

coram deo

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CH.01 | J A V A B R E A K

“By all means break the rules, and break them beautifully, deliberately, and well. That is one of the ends for which they exist.�

robert bringhurst, typographer

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public typography in coffee shops

hand lettered happiness BITTER

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CH.01 | J A V A B R E A K

detail shot of chalk lettering emphasizes letterform and texture

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Alchemy Coffee and Bake House is a small, cozy cafe run by owner Ben Farmer and his partner Joni Alexander. The pair started with the goal of creating a “mom and pop” cafe with a local vibe. The coffee shop has a unique science to it. They specialize in pour-over and iced coffee and a keen attention to detail. Precise

public typography in coffee shops

measurements are taken to create a delightful cup of liquid gold.

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CH.01 | A L C H E M Y C O F F E E

ALCHEMY COFFEE & BAKE HOUSE

location: 1901 massachusetts st #b classification: foodie paradise identity: scientific//modern//trendy

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public typography in coffee shops

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CH.01 | A L C H E M Y C O F F E E

“You can’t buy happiness.

But you can buy coffee,

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top picks: cold brew with chocolate almond milk

best feature: open bakery kitchen

and that’s pretty close.”

intro ALCHEMY COFFEE & BAKE HOUSE is a locally owned and operated business “dedicated to the pursuit of perfection in all its endeavors.” Known for its exceptional baked goods and cold brew coffee drinks, Alchemy is a very popular hub. The use of the gold scientific icon and geometric typeface are regularly used in the store’s signage, packaging and labeling. This consistent branding and typography add to the overall ambience.

ALCHEMY HAS VARIOUS DRAWINGS AND HAND LETTERED TYPE ON PIECES OF PAPER AND FRAMED STICKY NOTES.

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when

public typography in coffee shops

science meets

ALCHEMY IS DEFINED AS “the medieval

coffee

supposed transformation of matter. It was

forerunner of chemistry, based on the

concerned particularly with attempts to convert base metals into gold or to find a universal elixir.”

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CH.01 | A L C H E M Y C O F F E E

THE BEAUTY OF THE ALCHEMY COFFEE LAB Alchemy Coffee brings this scientific aspect into their shop in a very unique way. A large display case filled with multiple tubes, bottles and beakers with real coffee dripping in them is mounted on one of the walls in the shop.

It is an unexpected piece of art and Alchemy immediately has the “it” factor.

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This old-school concept is taken further in the machinery. Rather than having a modern, sleek espresso machine, Alchemy uses a large wooden one with traditional, non digitized temperature gauges. The brand’s color palette is made up of dark gold, black, tan and yellow. The geometric sans serif used in the logo and packaging captures the scientific aspect of the rest of the brand.

BRAND IDENTITY

ALCHEMY’S SIGNATURE COLD BREW BLEND HAS GOTTEN LOCAL AND REGIONAL ATTENTION.

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small space big impact

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CH.01 | A L C H E M Y C O F F E E

LIMITED SEATING DOESN’T AFFECT THIS BOLD BRAND Alchemy is located on 19th and Massachusetts - a very busy intersection. It has less than 10 parking spots and even less seating inside but remains one of the most popular coffee shops in town. Why would someone spend time not just looking for a place to park but for a place that might not even have a place to sit down inside? Because of the awesome atmosphere and experience.

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BRAND IDENTITY

Alchemy offers a unique cafe experience with extremely high quality coffee and baked goods. The product speaks for itself but relies on an excellent brand experience to continue to generate profit.

Adorable, stamped labels show off the A-list baked goods made from one of the owners. Large, wooden, typographic signs mounted on the bright yellow wall show off the variety of coffee choices the shop offers. With such a small space to work with, Alchemy was able to create a successful business based off quality products and branding.

public typography in coffee shops

southern french baking BITTER

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down-home southern comfort food with a parisian twist

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PASTRY AND BAKED GOODS LABELS ARE INDIVIDUALLY HAND STAMPED BY EMPLOYEES. EACH SLAB-SERIF LETTER IS DIPPED IN INK, LINED UP AND PRESSED TO AN IMAGINARY BASELINE.

CH.01 | A L C H E M Y C O F F E E

TYPOGRAPHIC WOODEN SIGNS FEATURE DECORATIVE AND FORMAL SCRIPTS, NEOCLASSICAL SERIFS, SLAB SERIFS, AND SQUARE SANS SERIFS.

trophy

public typography in coffee shops

type

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CH.01 | A L C H E M Y C O F F E E

ALCHEMY’S USE OF TYPE DESERVES A GOLD MEDAL The combination of typefaces found throughout the store come together to create an excellent brand identity. The geometric sans serif used in the logo aligns perfectly with the scientific ambience of the coffee shop. This bakehouse turned chemistry lab utilizes serifs, sansserifs and vernacular typefaces to provide a unique and successful user experience.

From the logo on the door to the various drawings, signs and labels inside the shop, each typeface used serves a purpose in the brand. The narrow geometric sans-serif with a tall x-height and cut corners in the logo foreshadows the coffee laboratory vibe inside. The hand stamped pastry labels demonstrate attention to detail and a way of juxtaposing the otherwise technological aspects in the shop. It creates a homey, warmer tone to perhaps reach a wider audience of families and/or females who tend to buy things because they “look cute”.

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THREE WOODEN SIGNS hang above the old-school espresso machine which replace written menus. Each sign has four typefaces carved into it that state a type of coffee and three ways of serving it. Even the drawings and flyers posted on the bulletin board add to the brand to create a stronger sense of community and connectivity.

TYPOGRAPHIC ANALYSIS

TRADITIONAL SIGNAGE COMBINES WITH NUMERAL FIGURES ON THIS VINTAGE ESPRESSO MAKER.

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minor

flaws

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CH.01 | A L C H E M Y C O F F E E

SMALL TYPE IMPROVEMENTS WOULD HELP OVERALL BRAND Alchemy is one of the most popular coffee shops in Lawrence for good reason – excellent coffee, baked goods and atmosphere.

However, from a solely typographic standpoint, there is some room for improvement.

First, the signage on the building has a logo that isn’t used anywhere else. The fonts nor the graphics are seen anywhere else in the store including signs, labels, and packaging.

This logo looks out of date and falls short of the rest of the brand. While the wooden signs are a trendy way of showing the different ways coffee can be served, true typographers know to rarely combine more than two typefaces and especially not more than three. Finally, the “Biscuit Egg Sandwiches” sign is written in all caps using a script font – something that never pairs well together.

These are minor details that usually only someone with a background in design would notice. Alchemy is a fantastic coffee shop with a strong brand that keeps customers coming back.

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TYPOGRAPHIC ANALYSIS

THE SIGNS REFLECT THE TIMES. These all gender-restroom signs indicate a safe space for everyone on the gender spectrum. Use of iconography and a humanistic sans serif provide clear wayfinding for an all-inclusive bathroom experience.

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Cafe Verses No.02 [a mini-feature about coffee poetry]

she twirled a spoon through her coffee and fell in love with a boy across the bar for no other reason than because he’d given her extra whipped cream and had kind eyes.

public typography in coffee shops

he took his next order and fell in love with a girl sitting in the sun for no other reason than because her shirt was his favorite color and she had the nicest smile.

r.i.d.

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CH.01 | A L C H E M Y C O F F E E

“I have always wanted to own a bakery and it happened, it has been a lot of work, but we love it.�

joni alexander, alchemy head baker

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public typography in coffee shops

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CH.01 | A L C H E M Y C O F F E E

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Decade is one of Lawrence’s many hidden gems off the beaten path.

It’s located a few blocks behind main street in the Lawrence cultural district surrounded by galleries, warehouses and artist studios. Known for its ever changing menu and wonderful atmosphere, Decade is a great

public typography in coffee shops

coffee shop with a memorable brand.

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CH.01 | D E C A D E

DECADE

location: 17 E 7th street classification: hipster hangout identity: organic//simple//cool

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public typography in coffee shops

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CH.01 | D E C A D E

“Coffee is proof that mornings

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top picks: cappuccino with homemade cashew milk

best feature: sassy mugs and open patio

were created for a reason.”

intro DECADE’S MISSION is to be Lawrence’s first destination for guests craving warm hospitality with excellent food and drink: “We care for our employees, our customers, and our producers. We carry coffee from Four Barrel, a company based in San Francisco, as well as products from roasters in Kansas City. Decade exclusively carries coffees that these companies directly source from the farmers. Our ice cream is made in-house and the ingredients in our sandwich and brunch menu are locally sourced. Consistently exceeding expectations will enable us to enhance our local culinary community.”

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CH.01 | D E C A D E

calling all hipsters

A BRAND TAILORED TO COOL KIDS AND FREE SPIRITS

DECADE FEATURES AN OPEN STYLE BAR WITH CHALKBOARD MENUS AS WELL AS PRINTED ONES. THEIR MENU IS CONSTANTLY CHANGING SO FOOD CHOICES ARE NORMALLY HANDLETTERED AND RE-WRITTEN OFTEN.

Decade is located on 9th and Delaware on a slight hill in an old brick building. The inside is completely renovated to lure in all types of “artsy” people. From succulents to gender-inclusive bathrooms, Decade is clearly following the latest trends. Everything about this coffee shop is picturesque: the chipped white bricks, lemon yellow signage, twinkly light patio and paintings by local artists inside. It has a natural charisma. There are wildflowers grouped in jars on wooden slab tables and a bookshelf behind the counter featuring subjects from coffee to botany. The brand features a color palette of black, white and yellow.

The logo consists of a decagon and a neoclassical serif typeface used in the name, tagline, menus and labels around the shop.

The main materials used for the brand are wood, metal and white brick. The logo is shown on the outside of the building, parking signs, stickers, aprons, the menu and other bottles and cups.

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BRAND IDENTITY

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boosting brands

public typography in coffee shops

SHARING THE BRAND IDENTITY LOVE Decade carries coffee, baked goods and other products by multiple other brands. It features Fourbarrel, Bittercube Bitters, Hildebrand Farms Dairy and Tonix among others.

One may think that carrying other products with strong brand identities may distract from the original business but that is not true. In fact, it adds to it. Decade becomes a stronger brand by identifying with these other brands. For example, the quirky, haughty mugs designed by Fourbarrel include skulls, cusswords and hand drawn flowers that help boost Decades edgy, cool vibe.

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CH.01 | D E C A D E

FOURBARREL IS A COFFEE COMPANY OUT OF SAN FRANCISCO THAT USES HANDLETTERED AND BLACKLETTER LOGOS AND DRAWINGS FOR MERCHANDISE.

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BRAND IDENTITY

public typography in coffee shops

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TONIX IS A DENVER BASED COCKTAIL SYRUP DESIGNED WITH A BASIC SANS SERIF AND A GLYPHIC TRIANGULAR SERIF.

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CH.01 | D E C A D E

The wonderful typography and packaging on the Tonix bottles associate Decade with good taste in design and aesthetic.

The bright colors found on the Bittercube Bitters packaging pop in the sun-soaked room. It offers an energy boost to a sometimes sleepy environment. Even the royal

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blue Hildebrand Farms milk bottles in the window sill add to the local, down to earth personality. It is clear Decade’s owner carefully decided who to buy products from and by associating with other strong brand identities, Decade improves how people will see their brand.

BRAND IDENTITY

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public typography in coffee shops

THE BRIGHT YELLOW LOGO IS PAINTED DIRECTLY ON THE WHITE-BRICK BUILDING IN MULTIPLE PLACES. THE LOGO CONSISTS OF A LARGE DECAGON AND A NEOCLASSICAL SERIF TYPEFACE USED IN THE NAME AND TAGLINE.

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CH.01 | D E C A D E

diamond in the rough

cafe by light, music hall by dark

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typographic BEAUTIFUL TYPE BREEDS AN AMAZING BRAND

treasure

COFFEE BEANS ARE PACKAGED WITH HANDWRITTEN LABELS BUT ORGANIZED WITH THE SAME NEOCLASSICAL SERIF USED IN THE LOGO.

This hidden gem uses typography to its advantage. By using the same typefaces throughout the store, Decade is an easily recognizable brand. The bright yellow color palette and neoclassical serif completely revamp the old, white-brick building where the shop is located. The logo set offers several different lockups that were clearly well designed and thought out. The same typeface is used in the logo, printed menu and labels which shows organization. There is a good balance between all caps, title case, italicized and lowercase letters to create hierarchy.

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DECADE

There is also a balance between handwritten and professionally designed fonts throughout this shop. There is vernacular type on the chalkboards and notes. Some are messier than others, but the main menu board looks professionally done. Another aspect found in Decade is the type found on machines.

Since the kitchen isn’t hidden at all, the type found on the espresso machines, ovens and on measuring cups and cookbooks becomes a part of the Decade brand. With a strong logo set and font choice, Decade used typography successfully to foster their business.

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TYPOGRAPHIC ANALYSIS

A COFFEE SHOP can’t function without the proper machinery. From coffee grinders to measuring cups, timers, espresso machines and cash registers, a business cannot succeed without them. The typefaces found here range from digital numbers to various sans serifs and funky logos.

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minimal

public typography in coffee shops

mistakes

THERE IS ALWAYS ROOM TO MAKE IMPROVEMENTS Although Decade uses typography well in the brand, there is always room for improvement. To start, some of the hand-lettering looks a little out of place. One of the chalkboards is messy and the other is very neat.

On the main menu, each word is on the same baseline and the letters have a uniform x-height. On the other chalkboard menu, there are multiple colors and too much white space at the bottom. It needs to fill the space more and have a clearer sense of hierarchy. Although blending brands involves incorporating many different typefaces into one space, it works at Decade. A few brands use better typography than others and Decade would ultimately benefit from eliminating the worse brands. The use of typography found in Decade shows continuity within the brand.

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LOOSE, MESSY HANDWRITING COVERS THE “FEATURED FARES” MENU BOARD. THE INCONSISTENCY IN COLOR AND FORM DOESN’T MATCH THE REST OF THE BRAND.

CH.01 | D E C A D E

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TYPOGRAPHIC ANALYSIS

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Cafe Verses No.03 [a mini-feature about coffee poetry]

tell me a story over coffee make me believe i’m not broken.

public typography in coffee shops

anonymous

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CH.01 | A L C H E M Y C O F F E E

“I believe humans get a lot done, not because we’re smart, but because we have thumbs so we can make coffee.”

flash rosenberg, artist

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public typography in coffee shops

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conclusion Coffee shops are not normally judged based on typography.

Brew strength and pastry taste, sure. But the anatomy of font characters – probably not. Most people choose their favorite coffee shop because they think it offers the best overall experience. However, a huge part of this is the brand identity and typography used to support it. The power of good type can influence the success of a business and the best brands use typography to boost their brand in a transparent way.

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sources & credits Baskerville, Peter. “The World’s Most Historic Coffee Houses.” Quora. N.p., 14 Feb. 2013. Web. 17 Oct. 2016.

“Coffee House Culture (2161 Words).” Literary Encyclopedia. N.p., n.d. Web. 17 Oct. 2016.

“Coffee House Culture (2161 Words).” Literary Encyclopedia. N.p., n.d. Web. 17 Oct. 2016.

Glass, Jeremy. “10 Iconic Writers on Coffee.” Thrillist.

N.p., 11 June 2014. Web. 17 Oct. 2016.

Haley, Allan. “Type Classifications - Fonts.com.” Fonts. com. Monotype Imaging, n.d. Web. 09 Nov. 2016.

Milliner, Aleah. “Alchemy Coffee Shop Expands, Adding a Bakery.” The University Daily Kansan. BLOX Content Management System, 29 Sept. 2014. Web. 09 Nov. 2016.

Photos taken with a Canon EOS 60D

Mrs Eaves & Roboto Mono

Written, designed and photographed

by Kelley McQuillen

VISC 404 | Designer as Author Fall 2016 | Patrick Dooley University of Kansas

“Number of Coffee and Snack Shops in the U.S. 2016 | Statistic.” Statista. Statista, n.d. Web. 09 Nov. 2016.

Spencer, Stefanie. “The Coffee House - A History - I Need Coffee.” I Need Coffee. INeedCoffee, 1 June 2009. Web. 09 Nov. 2016.

Stark, Mya. “Creating the Coffee Shop Brand Experience: A Designer’s View.” The Specialty Coffee Chronicle. Speciality Coffee Association of America, 13 Nov. 2013. Web. 09 Nov. 2016.