Going All Out Defining The Brand

logo

Hendershot’s is trademarked by its signature gramophone. When designing the upgraded logo, we wanted to make that image the centerpiece.

Without compromising the integrity of the classic and retro-themed design, our new Hendershot’s logo encompasses the originality of the brand while promoting a more modern look feasible for marketing or future merchandising. Removing the blue background and altering the font makes the Hendershot’s brand name more l egible, and it reiterates the modern brand identity we sought to promote in our campaign. We also made the subhead easier to read so that the many different product offerings stand out and are more recognizable. The overall modern appeal helps reach our desired target market of college students.

23 • logo

original hendershot’s

coffee • bar • music

updated

logo •

brand design guide

With our new logo in place, we created a brand design guide that would provide Hendershot’s with a cohesive identity and would inspire future branding opportunities.

We wanted to incorporate the rustic wood grain texture found throughout the Hendershot’s location, so we included it in many of the suggestions within our design guide. We also used the slate gray from our color palette for a clean, neutral tone. Within our design guide, we provided a revamped menu as well as new business cards.

We aimed to create brand guidelines that would give Hendershot’s a modern, clean look in order to attract a younger crowd of student customers. The consistency of our brand design guide provides Hendershot’s with a recognizable identity that will help generate brand awareness in the Athens community.

25 • brand design guide

photography

Hendershot’s is a versatile location for food, drinks, and music. Therefore, our goal was to creatively capture different aesthetics that the space creates, such as an early morning coffee break or a soul pounding folk concert at night.

As a result, we overhauled and compiled stock photography that accurately represents the space in order to provide Hendershot’s with ample promotional photography to use over time. Collectively these shots bring to life the excitement that is always going on at any time in Hendershot’s and help solve our challenge by increasing awareness of Hendershot’s many different product offerings.

27 • photography

event posters

In an effort to spread the word about Hendershot’s nighttime offerings as a music venue and bar, we created colorful flyers to advertise some upcoming events in a funky, eye-catching way.

We hung the flyers around student housing areas and downtown Athens in the hopes that they would promote brand awareness and generate interest for Hendershot’s within our target market.

Our flyers attracted a new crowd of student customers and contributed to the success of the nights.

29 • event posters

event posters • 30

branded merch

With the help of our polished brand design guide and updated logo, we designed branded merchandise for Hendershot’s to distribute throughout Athens.

Stickers and pint glasses are fan favorites among the student community as they are often collected or displayed. We took advantage of this free spotlight and created branded products that clearly advertised the Hendershot’s name, and maintained a cool image that students would want to show off.

31 • branded merch

branded merch •

yeah, we crowdsurf Speading the word on a variety of platforms

Social brief

#TheEverythingSpot

Our social media campaign aimed to display Hendershot’s unique product offerings that make it so much more than just a coffee shop. With our photography, we showed the laid back, eccentric atmosphere of Hendershot’s by day, and the upbeat atmosphere at night. Throughout this social media campaign, we posted graphics that let followers know about the many events that go on at The Shot, each and everyday. With this campaign, our tone was welcoming - inviting all to come experience this “spot” for themselves.

Through our social media campaign, we were able to establish a digital presence in the eyes of our target audience and define the Hendershot’s brand as #TheEverythingSpot, tripling as a local coffee shop, bar, and restaurant in the Athens community.

social brief •