Coffee House Rebrand
The assignment was to rebrand a local coffee house with a new logo design. It was a combination of research and marketing strategies I learned in my UI/UX Design course as well as implementing design techniques I learned in my Package Design course. The new branding design was used across all the rebranding platforms and products: two ground coffee packages in two different flavors, coffee cup design, coaster design, exterior signage, and a t-shirt.
About “The Shop” & Target Persona
The client I chose to rebrand was “The Shop”. It is a small hip cafe located on the corner of Goulding and Wickenden St. in Fox Point, Providence, RI. Their target personas range from young adults and older. Typically looking for a place to get freshly made coffee and light breakfast. Customers have the option to either order to go or dine-in at their indoor or outdoor seating.
Initial Affordances & Limitations
My initial affordance of “The Shop” was a local woodshop. The logo and the building do not perceive as a coffee shop. Being located at the corner of Goulding and Wickenden st, and right next to a tattoo shop, the name and logo needed to be revitalized and initially read as a coffee shop.
Some limitations at “The Shop” include the lack of affordance, wayfinding, and an outdated website. My goal is to revitalize these limitations and turn them into opportunities for the coffee shop to thrive and gain more customers, as well as boost up their revenue.
How I Enhanced The User Experience
User experience is the focus on how the product feels in relation to the users and their needs. For “The Shop” I planned on enhancing the user experience in the following ways:
- Changed the name from “The Shop” to “Espresso Bar & Pastry” because Espresso is the main menu item and they serve small dishes and pastries. The affordance of the new name will read as a coffee shop instead of a woodshop.
- Updated the website by adding images of the menu items with complete descriptions, prices, and exclusively talk about how they use locally, sustained ingredients.
- Enhanced the wayfinding outside of the coffee shop. The new logo will be featured in the front window for everybody to see passing by. Electronic menus will be hung behind the counter and feature images of the menu items for customers to easily order from.
The Logo Design Process
The Logo Design Process
Why The Fox?
I chose to go with the fox as the main icon for “The Shop” because they are located in Fox Point Providence RI. It is supposed to look more “art-like” to attract local students in the area that go to schools like RISD and Brown University, just to name a couple.
Color Pallet & Fonts
The colors resemble the warm red tones of a fox, as well as browns and greens to signify the espresso and freshly used ingredients.
“Perfect Every Time”
In conclusion, I plan to enhance the user experience by revitalizing the name and logo to a name that has the affordance of a coffee house. Along with a new logo that will have a branding fox face to go along with the new name. Once people see that cute fox face, they will automatically think of the hip coffee house in Fox Point Providence.
Wayfinding will also be enhanced to help the initial affordance of the coffee house, appear like a coffee house. The new logo will be featured on the front window, and updated menus will be hun behind the counter to easily order from.
Lastly, the website will feature updated images and descriptions of the menu items, as well as a button or order only directly from the home page. SEO will be a priority for the entire website. When locals are searching for the best espresso in Providence, Espresso Bar & Patry will be the first to appear on google.
Espresso Bar & Pastry