Cafs & Taps Lauren T. Mitchell RMCAD December 2018
Contents 1-2 Mission Statement
15-16 Graphic Patterns
37-38 Website Mockups
3-4 Introduction and Research
17-20 Personas
39-40 iPad App Mockup
5-6 Introduction and Research
23-24 Letter Head and Business Cards
41-42 iPhone App Mockup
7 Attributes and Inspiration 8 Color Scheme and Inspitation 9-10 Core Values 11-12 Typographic Program 13-14 Product List
25-26 Brochure 29-30 Menu Design 31-32 Product Packaging 35-36 Digital Connection Map
45-46 Uniform Designs 49-40 High School Rodeo Designs 51-52 Demolition Rodeo 53-54 In Conclusion
Every Cup is 1
a Connection 2
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Introduction & Research The branding persona for Cafs & Taps is an interesting, unique take on many coffee shops. It utilizes the cozy, warm, sit down and stay a while feel of the infamous Central Perks of the show Friends, but takes it to a new level. As well as this,
went rather swimmingly. Thanks to the fact that this is a business that I am creating from the ground up, I had a lot of leeway in the design process. However, this also posed a problem because I had no jumping off point to start from.
The research for this brand redesign featured a lot of researching similar businesses in the area, and around the globe. I went to a lot of actual coffee shop and taphouses in the area, and I also met up with the owners of these it also manages to bring an industrial establishments to discover if there was edge to it, that many coffee shops on the anything that worked particularly well West Coast utilize. for them, or went particularly badly.
“Cafs & Taps hopes to marry cozy, warm, and comfortable with good eats, and good drinks.�
For this design, the research process
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Logo Design The logo for this design derived a great deal of inspiration from industrial era marketing personas and designs. It is meant to fill the space of s circle and to be an imprint that can be used in a wide variety of different aspects,
“T he logo is simple, yet features a strong geometric shape that makes it perfect to emblazon on other items.” and it also supposed to show the two conflicting, yet also harmonious, aspects of the business.
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The logo is simple, yet thanks to the
use of a circle, it’s a strong shape that can be used to emblazon on hats, coffee mugs, and even on the tops of beer bottles. It can create interesting patterns on it’s own, or it can be utilized simply in it’s brand persona.
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Cozy
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Involved
Safe
Inspiration
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The color schemes for the entire identity were inspired by the warm colors of fall, with a touch of spring. I wanted the colors to reflect the changing seasons, and to bring a warm, cozy atmosphere to the designs and to create a space where people would want to come, relax, and grab a cup of coffee or a beer.
The two spaces should be sisters, not twins and I want to uphold that. While both target a very similar audience, I wanted to make sure that the small differences between the two spaces could be used and played upon.
On top of this, I wanted the color schemes to be versatile, and to be able to be used to refresh the space and location of the business to suit all of the seasons, as well as to create a cohesive color scheme that could be used in both the taphouse, and the coffee shop.
As well, the colors are supposed to be calming, and should not just reflect the changing seasons, but should also make people feel calm and relaxed, like they’re at home cozied up on their couch with a nice, warm cup of coffee.
“the changing of the seasons”
Core Values To value our employees and create an environment they can f lourish in To go above and beyond in all areas of business To be a safe, comfortable place where people can feel welcomed and at home To deliver a quality product with a quality service To be well connected and informed 9
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Nexa Rust Slab
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Variane
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@&,.?
Qanelas Soft UltraLight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890’,.?
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Typographic Program The typographic program for this design system is focused on three different fonts. Two of the fonts are title fonts that juxtapose in beautiful ways. They help to create a slight visual tension in the branding of this design, since, while Cafs and Taps is one business, they also contrast each other and are sisters, not twins.
“T he two aspects of the business are sisters, not twins.� The two aspects of the business coexist beautifully together, but they only do so because they are different. They
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cater to a similar demographic, but they also both target slightly different demographics, and, as such, have a tension between each other to create an interesting, encompassing place to interact with the public. They serve the community in different, beautiful ways that they would not be able to if they were mirror images of each other.
Product List • Craft beers • Small selection of wine • Hard cider • Sandwiches • Cof fee • Crepes • Bagels • Thick cut toast • Live music • Discounts & Delivery to Local Vendors • Monthly Club with discounts and exclusive merchandise
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Patterns
16 The patterns for this design were created with the consumer in mind. They are fun, interesting to look at patterns that bring a sense of whimsy to the branding. They bring a handmade touch and help communicate to the consumer that they are cared for, and they are in a space where the details are curated and where they can feel at home.
“whimsical and handmade� They were created to mimic the doodles a mother may make on a sandwich wrapper, or a teenager may cre-
ate while talking on the phone to her boyfriend. They are friendly, interesting, fun. They were created with a 6B pencil, and the grain and texture was kept in the design in order to continue that doodled feeling. The plaid, on the other hand, has a more utilitarian purpose. It is used for accenting things, and for uniforms. To bring the cozy, fall vibe indoors.
Persona 1 NAME: Diane Dobbler AGE: 21 EDUCATION: In College JOB: Retail Associate LOCATION: Sutter Creek, CA MOTIVATIONS • Has a passion for the arts, history and travel. • Wishes for a place she can hang out with her friends and also get some schoolwork done.
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Diane Dobler is in college getting her degree in English Literature. She enjoys doing homework in cafes, and at night she likes to meet her friends at the local brewery for a few drinks and games of trivia or Settlers of Catan. She spends a lot of time on her laptop messaging and facetiming friends from around the area, and she loves to get out of the house in order to get some work done and connect with the community around her. She calls herself an ambivert and a hipster. She loves to be around people, but she also likes to be able to go of f and be alone with herself when she so feels.
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Persona 2
20 NAME: Chris Ricca AGE: 25 EDUCATION: College Graduate JOB: Freelance Writer and Illustrator LOCATION: Sutter Creek, CA
Chris Ricca is a 25 year old father of two who loves his family, but sometimes wishes he could get away from them to do work. His children are both under the age of five, and while he loves being able to spend every day MOTIVATIONS with them since he works from home, • Loves his family it sometimes becomes difficult to get • Loves the fact that he is able to work work done with a four and two year at home -- but wishes that he could old under foot. All he uses for work is a sometimes work around other people laptop and an ipad, but he finds it hard as well. to find a work environment that is laid back and with the atmosphere he finds most to be the most conducive to work in.
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Business Cards & Letterhead The business cards and letterhead of this design is focused on creating a product that is simple, yet also has the fun elements that the rest of the brand design is known for.
“T he designs are simple, yet feature some of the same fun branding aspects of the rest of the designs.�
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The business cards are made of wood - which makes them very interesting to feel and touch. As such, they’re memorable and something that would impress most people who saw them.
They are simple in design, and the text would be etched and wood burned into the surface of the wood. The letterhead is just as simple as the business cards. It would be used on a high quality cream paper, and features the log and the brand colors. The type is simple, and nicely spaces, and it creates a succinct, business minded letter, with a splash of fun across the bottom.
Cafs n Taps 21 Main Street Sutter Creek, CA 95642
Dear Ms. Mitchell, In regards to your recent inquiry about buying the property and buildings that Cafs & Taps currently sits on, I would have to formally decline. The business is one that is near and dear to my heart, and something that I would greatly regret selling. It’s a fixture in teh community, and is well known for helping out the local youth and creating a warm and inviting atmosphere for others to come and rest in. It would not be in the best interests of the community to close the business, much less sell the buildings. Doing so would remove one of the charms of the local area and bring many individuals sadness, as well as put all of our hard working employees out of work. While we are grateful for your very sizeable offer, and wish you as many good wishes as we possibly can, I would like to ask you to please cease contacting us regarding it. As stated above, we have little interest in parting with the properties, and ceaselessly asking us will not change our minds. I wish the warmest of regards.
Sincerely, Kyle Trevaskis
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Brochure
26 The brochure for this brand persona isn’t so much for function, as it is a fun keepsake for those who grab it. It’s a long, interesting shape, and it is of a size that the front of it, the latte + beer + hoagie + cozy = Cafs & Taps could
“T he brochure for this brand redesign is less for function, and more of a fun keepsake.” be put up as a poster of sorts, while the back of it tells the story of Cafs & Taps.
The back of the design also features the logo in all of it’s glory, and the story is something that is the backbone of the business. The reason for the creation of the business is of the utmost importance for it’s success, and is something that the owner’s hold near and dear to their heart. They want the communities they open up within to know that they are here to make a difference, and they were created to be somewhere where people can be taken care of and can find a home away from home.
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Menu This next design is the menu of the coffeeshop portion of the business. It is on a high quality, thick paper, and embossed on the back of it is the logo of the business.
“Favorite seasonal items are highlighted using banners in the other colors of the brand design.� The menu features one of the businesses graphic patterns very delicately on the background, and all three of the colors for the brand redesign are featured.
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Favorite seasonal items are highlighted using banners, and the prices and descriptions are very simply laid out. It is a simple design that fits with the rest of the brand redesign.
30 On the Taps Espresso/Americano
specialty
Coffee
3.50
Premium Loose Leaf Tea
2.50
See Assorted Flavors
Latte
5.50
Cappuccino
5.50
Mocha
6.50
Extra Shot
2.00
London Fog
4.50
Earl Grey Latte made with honey.
Rose Blush Rose
4.50
Tea Latte made with rose blush rose and earl grey tea.
5.50
Peppermint Mocha Mocha made with peppermint syrup.
Coffee Drip
4.50
Chai Tea Spicy Rooibos with honey and steamed milk
2.50
French Press
2.50
Vacuum Pot
2.50
4.50
Hot Chocolate Organic Dark Chocolate, Steamed Milk, and Homemade Whipped Cream.
Thick Cut Toast & Crepes Avocado Toast
7.50
Thick cut toast covered in avocado slices, a drizzle of honey, butter, and a generous sprinkle of sesame seeds.
Apple Spice Toast Thick cut toast covered in butter, apples, macadamia nut butter, and an apple spice glaze.
Savory Crepes
6.50
Thin, authentic crepes f illed with your two choice of sausage, eggs, ham, bacon, or salami.
6.50
Sweet Crepes Thin, authentic crepes stuf fed with fresh seasonal fruit, butter, and fresh, homemade whipped cream.
6.50
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Product Packaging Products for the business are simple and whimsical in their design. They feature the patterns that are seen in most of the designs, and also utilize more illustrations to help make them interesting and whimsical.
32 business. The wrapping paper for it has the ‘deconstructed sandwich’ pattern upon it, and it is held closed with a maroon paper band, and a Cafs & Taps sticker.
“T he products for the business are simple & whimsical in their design.”
The coffee bags are created for the home roasted coffee that they sell, and different patterns adorn different roasts. The back is a simple matte white bag, and the logo is emblazoned The mugs have fun, cute sayings made with the fonts from the type proon the front of it. The sandwiches are wrapped with the gram for the brand persona, they also feature fun, interesting illustrations. utmost of care, to really show off the quality service people expect from the
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Website Design The website design for this business branding persona is simple, and utilitarian by nature.
scrolling functions are found in each section of the page. Along with this, it also has small details throughout each page that nods back towards the origiThe design features all three of the colors of the brand persona, and alond nal deisngs for the business, such as the with this, it features images and sketch- small coffee beans and hops that are tucked into the menu bar, and the pates from the rest of the branding and tern that is faintly found in the backmarketing pieces. ground of the webpages.
“T he website design is utilitarian by nature� The design also utilizes a lot of scrolling features to organize each page, and within each section of the page, more
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ipad App
40 The iPad app for this design is very simple, and serves a specific function, specifically for the first location of Cafs & Taps.
of having to go downstairs to order your drink and food, and the waste of valuable time that would occur from that. On top of that, most individuals use a laptop or other device for work, so they would have to pack up their items in order to go and order, and this way that inconvenience is eleminated. It makes it extremely easy for people to stay and work all day long from the very comfortable and ergonomic desks, The app would service the people up- chairs, and couches located upstairs. stairs in the communal office space. It would give them the ability to order food from an ipad located up there, and have the food delivered directly to them. It would cut out the disruption
“T he app would service those located upstairs in the communal office space.�
iPhone App The iPhone app is laid out in the same way as the ipad app, however, it would later gain some more functionality than the iPad app.
This, however, would only be used for the coffee shop and food aspect of the taphouse. The alcoholic beverages would not be able to be preordered. The app would also have a ‘saved’ feature where regulars could save their favorite orders and reorder them with It would gain this functionality in the the touch of a button. sense that while it could be used to order food for the upstairs common work area, it would also be able to be used later on by individuals who would like
“T he iphone app is the same as the ipad, however, it would have more features later on down the line.”
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to order their food and drinks through the app to be picked up, so they don’t have to stop and wait for their food and drinks.
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Uniforms The uniforms for the business are simple, and there are two different shirts for different parts of the year.
“T he uniforms feature two different styles for different parts of the year.�
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The yellow polo with the plaid cuffs and collar are for the spring and summer. It is mustard yellow, in order to not be too much, and the logo on the left breast would be embroidered and would be in the maroon color of the branding profile. It is a more inusex
shirt, the actual design could be for both sexes. The other pair of shirts is for the fall and winter. They would be a nice, cozy flannel, and would also feature the logo emblazoned over the left breast. It would, however, be embroidered with white thread. Also, there would be two different styles, a tunic style for women, and a shorter, traditional flannel style for men.
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High School Rodeo High school rodeo is an event near and dear to many small towns. For Cafs & Taps, they wish to support this event to the best of their ability every year, and in ofer to beautifully support this event, Cafs & Taps would support a rider and place a banner on the sides of the arena.
“Cafs & Taps wants to be as involved with their community as possible.� The designs feature all three of Cafs & Taps branding colors, and along wiht this, they also feature the fonts
50 that they utilize in the type program. The shirt for the Rodeo Queen nominee that Cafs & Taps would sponsor even features one of their graphic patterns as a an applique across the shoulders and breast of the shirt. Along with this, it features the logo and the plaid that was designed for the brand as well.
DEmolition Derby Car Another event that Cafs & Taps sponsors is the local demolition derby. This event is another one that is very near and dear to the hearts of small towns, and also offers a great way and opportunity for advertisement.
“Cafs & Taps has a personal connection to demolition derbys.” The design for the car is simple and features the car color blocked in the colors of the business, as well as a vinyl of the logo emblazoned on it’s side. It would also feature the logo on it’s roof,
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trunk, and upon the hood itself. It’s a simple thing, but one that Cafs & Taps puts a lot into. Two of the company’s founders used to build derby cars every year, and continue to do so to this day when they have the time to. It’s something the entire county gets involved with, and is something that is a great opportunity for the business to show how much they value their community & everything it does for them.
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In COnclusion This brand persona was designed to create an interesting, cozy, modern coffee shop chain that can stretch across the Western half of the United States of America. Many believe that coffee shops in small towns have to cater
“Cafs & Taps' brand persona attempts to create a cozy, modern vibe for college towns.� to that western feel, but after visiting many other coffee shops in both small towns, and towns that see a lot of their
54 business from tourism, the truth of the matter is that, even in small towns, that more hip feel is welcomed with open arms. It denotes value to a customer when so much thought is put into their experience, and through looking at other coffee shops in areas similar to where the first Cafs & Taps will be launched, cozy, hip, and more modern vibes are welcomed and embraced, they are even celebrated to an extent.
T his booklet has been uploaded to: https://issuu.com/laurenmitchell0/ docs/mitchell_finalpresentation_issuu
Contact
Phone: +1209 256 4296 Mobile: +1916 544 2847 Website: www.cafsntaps.com
Address
71 Main Street Sutter Creek, CA 95601