Olivia Alchek Coffee Cartel Rebranding Process Book Branding & Identity, Spring 2017
contents
research competitive analysis logo development logo usage guide brand applications
estimating & scheduling Project Objective To refine the Coffee Cartel brand into a more elegant, playful identity that is reflected in its vibrant customers, service, and location. By updating the media presence and designing a logo that can be applied to a variety of products and packaging, customers can get excited and further invest themselves into the brand’s identity in addition to their products and service.
Hours
Fees
Research and Competitive Analysis
10
1,250
Mission Statement and Tagline
12
1,500
Logo Design Development
24
3,000
Logo Refinement
14
1,750
Logo Usage / Standards Guide
11
1,250
Brand Development and Applications
24
3,000
Total
88
11,750
Scope of Work
125 an Hour
Coffee Cartel Tagline It’s a Saint Louis Thing!
Mission Statement The Coffee Cartel is open 24 hour per day, 7 days a week, and we never close. We are open every holiday thanks to the dedicated work of our team members. Cartel provides free wireless internet, free high speed plug ins. With 240 seats and a large patio, there’s most always a place to socialize and capture the atmosphere of the neighborhood and the people here. We can host your event here at Cartel and are home to many promotions and campaigns. Contact us with your project. Check out our many awards we have received. We are a cafe, coffee shop, ice cream place and tea house featuring over 100 teas!
Starbucks Mission Statement To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Kaldis Mission Statement Kaldi’s Coffee is dedicated to creating a memorable coffee experience for our customers and guests, committing to sustainable business practices, providing educational opportunities, and supporting the communities that we serve. It is our mission to exceed competition and continue company growth by executing the above fundamentals. Kaldi’s Coffee will strive to develop team members, build our brand, and promote our products.
Northwest Coffee Roasting Co. Mission Statement We are an artisan coffee roaster serving the Saint Louis community. We embody the legacy of coffee by unifying communities, stimulating dialogue, and providing hand roasted and brewed full city coffee.
Comet Coffee Mission Statement We believe that coming to a café should be more than a caffeine fuel stop; It’s an experience of camaraderie, collaboration, and education. We love to express our knowledge and passion for what we do, so come in for a visit and join us for an experience you won’t forget.
sketching To begin my sketching process, I thought a lot about the symbolism behind the word ‘coffee’ (but not the word cartel for somewhat obvious reasons). The coffee cup or coffee bean theme felt too overdone as a motif for a coffee brand, so I decided to explore a more typographic approach to the Coffee Cartel identity. I began experimenting with handlettering and a variety of typefaces in order to convey different personalitiesthat would attract a wide variety of customers. As i sketched, I narrowed down the tagline to three options: ‘Coffee with style’, ‘The fueling station’, and ‘The coffee connection’.
Preliminary logo sketches
logo development My digital iterations explored the three different tagline concepts using different typefaces and imagery to promote the identity. After initial feedback at our first logo presentation critique, I branched away from placing the logos in a set shape and focused more on the mark itself. I also continued to explore a variety of typefaces to convey a diverse consumer base, as I wanted the theme of the shop to be chic yet inviting. After further development, I came up with a dynamic logo in which the mark stays the same in three separate versions, but the typograpy for the word ‘cartel’ changes in its font, personality, and color. This diverse system is meant to attract a unique set of customers who although very different, can all feel at home in this neighborhood coffee shop.
coffee with style
E s t. 19 9 4
Digital logo explorations
Est. 1994
The recharging station
COFF EE Es t. 1994
Left typeface & mark development Right color and pattern explorations
Final logos
Logo Typefaces
Logo color swatches
Black 100% Black 80% Black 50% Black 20%
Left grayscale logo Right single color logo
Left reverse logo on color Right icon & favicon
Left logo existing in shape Right official brand pattern
Left coffee cup design Right customizable mugs
Left coffee pouch and printed sticker Right letterhead and business cards
Left website design Right mobile website version