table of contents VERBAL IDENTITY introduction 4 vision 6 tagline 8 tone of voice 10 story 12 VISUAL IDENTITY logo 14 typefaces 16 colors 18 look & feel 20 packaging 22
introduction: what we’re about one-of-a-kind drinks local ingredients bright colors a fun atmostphere
in
o t n r 4
our
vision
A SE cafe doing classic espresso right with a specialty menu that will change the world. Our vision statement encapsulates our goal to deliver original coffee creations to our neighbors while shipping our unique blends to coffee-lovers around the world - Ruby Becker . 6
Sign
nature drinks to ruin commute times. Roasting & creating. Classics with care. our tagline This is an area for us to improve. The tagline above is actually our Instagram biography! While it works in the context of Instagram, we need something that more cohesively encapsulates our brand. The buzz words utilized in our bio are powerful - signature, creating, classics. And the opening line, “Signature drinks to ruin commute times,� is cheeky and a bit witty - very onbrand for NEVER. We need something with this same energy & wit that can work in the buzz words in a snappier, more fluid way. - Ruby Becker
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tone of voice We use our voice to inform. In light of upheaval caused by COVID-19, we used our platform on Instagram to tell our audience that our cafe would be closed as to not risk the health of the public. We’re a little bit quirky and are not afraid to let our copy & visuals reflect that. This original illustration is part of a previous Valentine’s Day campaign. We care about our community. We want NEVER to be a place where all are welcome, where you can find support & a warm cup of coffee to get you through whatever you’re going through. Our outward presence is friendly, warm, collaborative, witty and, above all, authentic. - Ruby Becker
our story
“When Portland, OR native Zak Davis decided to open his cafe, NEVER Coffee Lab, he could have settled on many places around the bustling city. But he opted for a location at the base of Mt. Tabor Park where he lives with his wife, Cait. Mt. Tabor park is significant in their lives — Cait and Zak met there and, on both sides of their families, the park has been home for three generations. Cait’s father grew up on Mt.
Tabor, and Zak’s parents and grandparents met on Mt. Tabor. “It’s home and significant and it needed a neighborhood cafe,” Zak shares. “We absolutely love our neighborhood and community. It’s a fantastic combination of young, creative types and established families. That combination creates a really genuine community with a ton of energy and momentum. It’s Portland so the standards are high, but it’s Portland so ev-
eryone is open to try new things and bump shoulders in the morning with new ideas, new flavors and different perspectives. We have a YES policy for supporting our [borough]’s non-profits and schools.”” - Design Sponge
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making our mark We needed a logo that matched our vibrancy & spunk. Enter, our primary mark:
Primary mark
This logo, created by FIRST LAST truly captures what NEVER is all about: bright colors, fun, and individuality. Its rough edges represent our creative spirit and willingness to be bold & a little crafty at times. The sans serif base is the perfect complement to our diverse range of design elements. Using a wordmark logo is declarative, proclaiming what our brand is all about to those that see it. - Ruby Becker
variations:
Metallic logo - coffee packaging
White logo
Line outline - coffee mugs + apparel
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t y p e !
Proxima Nova Black Used for titles, subtitles, and any other instances in which a bold font is needed.
A different handdrawn font is used on each roast of our coffee to reflect the individuality of each unique blend.
Proxima Nova Medium Italic The perfect copy and accent font. Used to balance out the heavier Black font & the weight of our wordmark.
t y p e !
colors “The question was obvious. how do you design a coffee shop that stands apart, steps out of line a little bit, dances to its own rhythm while still providing excellent quality drinks and service, a classy atmosphere and welcoming clean aesthetic? To the Juliet Zulu team the answer was simple. color. Bring color back to the coffee shop. Brighten up the cup. Let the joy in.�
HEX 03A66A
HEX 5BC2D9
Muted tropical colors balanced by black, white, & light pink.
HEX F27983
HEX F2B950
0
look & feel “We took a lot of design risks. There was no case study for it. We wanted a really bright, colorful atmosphere that instantly showed that we were thinking a bit [differently] but also payed homage to our favorite third-wave cafe elements. Sarah and Grace had to balance our love of minimal, clean design with a totally wild color aesthetic throughout every part of the design. The result was perfect, but we had to learn to listen to our gut and enjoy the risk taking. NEVER has a distinct design language and it really stemmed from following our instincts,” Zak recalls. From the hand-painted STRADA logo on their espresso machine to the hand-painted letters on the menu board, it was all created with such precise purpose. Sarah and Grace custom mixed paints and hand-airbrushed so many little details throughout the shop to give it exactly the vision you see here.” - Design Sponge
Metallic wordmark adds texture & sheen to packaging.
package
Illustrations reference flavor profile of roast.
Hand-drawn illustrations add an essence of craftiness & individuality.
design
22
2020
