Justin Papaleo
The New Brew Coffee
/24
The Challenge
The task of designing this brand was difficult because I wanted it to feel modern and approachable, while also showing in some way that it is related to technology. finding this sweet spot proved to be a challenge that I had to solve throughout various steps of the process.
Process
Researching cafe brand identities to get an idea for common colors, symbols, and visual systems, so I can decide whether or not I would like to subvert expectations or not.
mind-mapping and moodboarding to help visually describe what I want for this identity.
Sketching concepts for logotypes and potential logomarks to strengthen my idea of what I wrote in my mindmapping.
Solution
using two robots as "mascots" I ran with the idea of having cute lovable characters associated with the brand even going so far as to incorporate one directly into the logotype and mark. I chose a bold but rounded san-serif to really show that this is modern, but also inviting for new people to walk in.
Key takeaways
I found myself using a mascot for the first time, and finding a way to not have it feel outdated as many old mascots do was a challenge (think Little Debbie). I gave the design a more organic feeling while keeping the sleek look which I feel was effective.