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IDB Visual Communications 2 Summer 2021 M. Wilson Zachary Finnell
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INDEX SECTION 1: Brand Research SECTION 2: Brand Inspiration SECTION 3: Floorplan Development SECTION 4: FF&E Development SECTION 5: Wall Mural SECTION 6: SketchUp SECTION 7: Renderings SECTION 8: Works Cited
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BRAND RESEARCH
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BRAND LOGO
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BRAND HISTORY According to Chamberlain, coffee was a large part of her life growing up. Going to cafes with her parents and consuming a ton of drinks throughout high school were just a couple of the events when growing up. Between her team and herself, they decided to start a coffee company. Not only was coffee part of the Chamberlain brand, it was also the perfect time to create it. Not much was going on at the time for her. So, this filled an extremely large gap. For this brand, Chamberlain wanted to create flavors that were fun and not your average “corporate coffee”. From fruity to caramel, there’s enough for everyone to have a favorite. The brand started in December of 2019 and was a hit. After a while however, the brand seemed to have a lack of personality. So, in late 2020, the brand debuted their new look with the same great products but a new feel as you can see from her fun logo design.
MISSION STATEMENT “Coffee without the pretentiousness. Coffee without all the extra packaging crap. Coffee without the bland, the beige, the boring. Say hello to coffee without the bullshit. Say hello to Chamberlain Coffee. Coffee tastes better when it’s made responsibly and ethically. That’s why at Chamberlain Coffee, we’re committed to only sharing high quality coffee that’s been sustainably sourced and made.
GOAL OF THE BRAND “Chamberlain’s goal was to simply share a single serving of freshly roasted specialty coffee that is delicious, easy, and guilt-free with her fans. She wanted no machines, pods, or extra plastic packaging.”
So you can enjoy every sip, slurp and spill (it happens) in the knowledge that what you’re drinking isn’t just addictively delicious - but also fair trade and organic.”
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TARGET MARKET
BRAND COLOR SCHEME
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“Targeting young millennials, Chamberlain Coffee is a brand that praises coffee lovers and believes that coffee is more than just a beverage. It is an attitude and a mood. It gives consumers honest and real coffee moments allowing them to connect with friends, feelings and memories. Originating from Emma’s personality, the brand universe is driven by a playful tone of voice and builds on four initial characters that represent characteristics we can all relate to.”
INTERESTING FACTS To beginning and end, all of our products are freshly roasted and prepared at our local facility in California, ensuring the best possible standards and labor practices. We carefully source all our products, making sure everything we share with you is certified USDA organic and fair trade. We try to include as many environmentally friendly materials as possible without degrading the coffee.
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BRAND CHARACTERS/BLENDS The night owl All-nighters encouraged. The notorious procrastinator and professional all-nighter. Nerdy and curious. Self-reflective and philosophical. Woke and wise.
Sleepy Sloth Love coffee but also love sleeping? The Sleepy Sloth decaf blend is perfect for those that want coffee but don’t need that extra energy. Chug coffee and take a nap. Sounds pretty great righ. Caffeine level: 0/5, Medium Early bird roast. Fancy Mouse This one is for the early risers. The awkward Chamberlain Coffee’s espresso overachiever. Championing the hamster blend. Available in both classic wheel. Eyes on the prize. Always a little ground and whole bean. Perfect too busy. Passive-aggressive and overenthusiastic. Scientifically proven to make you for when you need that extra kick to wake up, or if you are more productive, or whatever. Cheers! one of those badassess that really enjoy the taste of strong Careless cat black coffee. Fancy Mouse is This one is for those who just can’t rn (right always down to get shit done. now). The anti-social and sarcastically Caffeine level: 5/5, Dark roast introverted. A solo rider. Can’t be bothered. Indifferent. Joy of missing out. Me time is prime time. Meow. Social dog The Social Dog is all about ‘sharing is caring’. Out and about. Forever FOMO. Intense and spontaneous. Jolly and naive. Happy go lucky. Time for a treat!
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BRAND INSPIRATION 7
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INSPIRATION BOARD
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ESQUISSE CONCEPT STATEMENT The interior of this reception area will be one that has an emphasis on the factors of communication and invitation. This will be achieved through the alignment of furniture that is in a circular shape. The finishes will be ones that are comfortable, colorful, and inviting. The colors of the space will match the brands iconic colors of yellow, light blue, magenta, forest green, and brown. Yellow will be seen through tile, light blue will be seen through paint color and the sky through the windows, the green will be seen through plants, magenta through couches and chairs, green through plants, and brown through rough/smooth materials. Furniture, fixtures and equipment will all be in textures that are smooth matching the brand’s image and look. Proportion of the entire space will be focused on a smaller area to encourage people to be closer together.
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ETHOS DESCRIPTORS Inviting - The space will be an atmosphere that allows people to be in a comfortable and warm space. Entertaining - Unlike other reception areas in which you just wait, this space will have features that allow the individual to view what the company is about while having fun. No Bullsh*t - Just as it is stated in the company’s goals, this company relies on it’s statement of true/organic ingredients and values.
SPECIAL FEATURE
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FLOORPLAN DEVELOPMENT ROOM DATA LIST • • • • • • • • •
Custom bench seating Work/Coffee bar Plants Coffee station with different Chamberlain Coffee flavors Quiz screen Built-in reception desk attached to coffee bar Front entrance 3 large windows Bar stools
• Moveable seating
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CONCEPTUAL FLOOR PLANS
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FLOORPLAN WITH DIMENSIONS
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FLOORPLAN WITH FURNITURE
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FF&E DEVELOPMENT
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MATERIALS AND FINISHES
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FF&E Floorplan
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WALL MURAL
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WALL MURAL
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“Coffee without the bland, the beige, and the boring.” -Emma Chamberlain 21
SKETCHUP
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RENDERINGS
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“Childhood dreams of founding a coffee company with her namesake, Chamberlain Coffee, have been realised.” -Jen Nurick (Vogue) 31
IMAGE CITATIONS 1. https://www.pinterest.com/pin/627407791833098837/
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2. https://chamberlaincoffee.com/products/fancy-mouse-bag 3. https://chamberlaincoffee.com/pages/our-family 4. https://chamberlaincoffee.com/pages/our-family 5. https://www.pinterest.com/pin/575475658643899725/ 6. https://chamberlaincoffee.eu/ 7. https://www.kontrapunkt.com/work/chamberlain-coffee 8. https://www.instagram.com/chamberlaincoffee/ 9. https://www.instagram.com/chamberlaincoffee/ 10. https://www.instagram.com/chamberlaincoffee/ 11. https://www.instagram.com/chamberlaincoffee/ 12. https://squareup.com/help/ca/en/article/5067-get-a-free-square-magstripe-reader 13. https://www.agc-glass.eu/en/news/story/touch-class-extra-large-multi-touch-screens 14. https://www.amazon.com/Cabinets-Self-Adhesive-Removable-Wallpaper-Decorative/ dp/B07GGSF3JM 15. https://www.thespruce.com/soapstone-countertops-for-your-kitchen-1822079 16. https://www.polyandbark.com/products/isla-dining-chair?variant=31759127347273 17. https://www.pinterest.com/pin/29132728819739472/ 18. https://nymag.com/strategist/article/amazon-fiddle-leaf-review.html 19. https://www.llflooring.com/p/dream-home-7mm-graham-oak-laminate-flooring-7.64in.-wide-x-50.79-in.-long-10046326.html?ogmap=PLA%7CACQ%7CGOOG%7CSTND%7Cc%7CLAMINATE%7C%7C%7Bcampaign_name%7D%7C%7Badgroup%7D%7 C%7C6742462734%7C74665019010&gclsrc=aw.ds&gclid=CjwKCAjwo4mIBhBsEiwAKgzXOAz99DaOXEfezZ3OTEr9PGq7xDw3_eeqi32nfJeVv49Kg7avZQqlPxoCOW4QAvD_BwE 20. https://www.materialbank.com/berhardt-textiles-urban-753657?activeChild=48506
IMAGE CITATIONS 21. https://colonialmarble.net/products/countertops/natural-stone/soapstone/gray-soap stone/ 22. https://www.benjaminmoore.com/en-us/color-overview/find-your-color/color/oc-65/chantilly-lace?color=OC-65 23: https://www.materialbank.com/richloom-contract-beaufort-balt-995002?activeChild=750677 24: https://www.materialbank.com/lbi-boyd-design-resource-milos-1020817?activeChild=632884 25: https://www.materialbank.com/lbi-boyd-design-resource-stefanos-1021370?activeChild=632951 26: https://www.materialbank.com/maharam-geometri-by-verner-panton-1960-632968 27: https://www.decoratorsbest.com/products/kravet-madison-velvet-bottle-green-fabric?gclid=CjwKCAjw9uKIBhA8EiwAYPUS3J-86Fwp0d8-My0O-LywPCCH6Lp-OpWjzVt9wj91Ah7Fe_XUXvmH0hoCqC4QAvD_BwE 28: https://www.polyandbark.com/products/lola-25-counter-stool?variant=31740069216329 29: https://www.polyandbark.com/products/lola-25-counter-stool?variant=31740069216329 30: https://www.polyandbark.com/products/lola-25-counter-stool?variant=31740069216329 31: https://www.polyandbark.com/products/lola-25-counter-stool?variant=31740069216329 32: https://www.keeksdesign.com/product/eames-office-chair-replica/
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WORKS CITED • https://chamberlaincoffee.com/ • https://www.refinery29.com/en-us/2020/09/10042481/emma-chamberlain-coffee-merch-brand-interview • https://www.architecturaldigest.com/gallery/best-modern-coffee-shop-design-slideshow • https://www.hollywoodreporter.com/news/general-news/emma-chamberlain-on-running-a-coffee-brand-and-being-immune-to-caffeine-how-is-that-possible-4148095/ • https://dujour.com/culture/emma-chamberlain-coffee-interview/ • https://www.intheknow.com/post/emma-chamberlain-we-should-talk-interview/
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