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Opening in a vibrant and trendy neighbourhood of our city, The Whole Bean is an exciting new coffee shop that requires a comprehensive brand identity. In myy role as the Lead Designer, I was entrusted to deliver a visually appealing and cohesive design and branding solution.
To kickstart the project, extensive research was undertaken to analyze the target demographic and competition. This enabled the creation of user personas aligned with our mission and business goals. Throughout the process, effective and consistent communication between myself and Gabriel Gonzalez, the business owner, played a pivotal role.
Theproject waslted in the presentation of a comprehensive Brand Style Guide. Th encompassed various elements sucolour schemeshemes, typography, logos, icons, social media headers, and captivating imagery.
The primary objectives of The Whole Bean were to establish itself as a distinctive coffee shop, serving as a community hub where people could gather and savour exceptional coffee. We aimed to create a delightful fusion menu that would set us apart from the competition. To accomplish this, I developed a bold, vibrant, and playful brand identity that resonates with our target audience, all aligned with our mission. With the grand opening just three months away, it was crucial to carve out a unique niche in the coffee shop industry, finalize the design assets for delivery, and adhere to the set deadlines.
After two revisions with my client, we reached a consensus on the final color scheme. The chosen palette prominently features yellow, mirroring our brand color from the logo, symbolizing our pastry, bread selection, paninis, smoothies, and desserts offered on our menu. Green represents our tea selection while brown represents our best-selling coffee beans from various regions across the globe.
As for secondary colors, white is reserved for body text and red serves as an accent color to ensure contrast and accessibility.
This color scheme amalgamates joy and warmth, epitomizing the inclusive atmosphere of The Whole Bean, where our multicultural community finds connection through coffee, food, music, and art. It’s the kind of place you’ll want to keep coming back to!
The Barriecito font serves as the primary typeface for the logo, headings, and navigation links, exuding a playful, relaxed, and approachable vibe. Meanwhile, the sans-serif font Montserrat is chosen for menu descriptions and body text on the website. These carefully selected typefaces perfectly capture the brand’s laidback, fun, and artistic personality, ensuring a cohesive and engaging User Experience(UX).
To versatility across platforms and mediums, I designed the logo variations to be simple, clean, and modern while retaining an element of fun and vibrancy. With scalability in mind, the logo can seamlessly adapt to any size without compromising its quality in both digital and print formats. Created using Adobe Illustrator, the final logo features a cup with two coffee beans, symbolizing our best-selling product of top-notch quality.
The logo variations consist of the main logo with white fonts, the combination of two beans without the orange cup background, and a cream-colored circular backdrop. These variations can be effectively utilized for our merchandise, uniforms, and across both digital and print platforms.
The icons I designed in Adobe Illustrator exude a casual and laid-back vibe that perfectly aligns with the brand’s style. These icons will be utilized across the menu, website, and social media platforms. For the drink selection, I opted for an orange cup icon, while a cupcake icon beautifully represents our delectable desserts.
Icon Pair for The Whole Bean
Using Adobe Photoshop and Illustrator, I crafted eye-catching social media headers for Facebook, Instagram, and Twitter to promote our brand. These headers feature our logo, captivating images of people savoring our delightful coffee, and our inviting patio adorned with lush plants and trees. One version even incorporates the hashtag #thecoffeebean in our vibrant orange brand color.
Acknowledgment Instagram template credit: Designed by Freepik
I created the ultimate Brand Style Guide using Adobe InDesign. It encompasses design and marketing guidelines, including the company’s mission, color palette, typography, logos, social media headers, and imagery. It also provides clear instructions for proper usage across print, social media, and web platforms.
To access the style guide PDF, simply click on the button or refer to the image below.
The Whole Bean official Brand style
I successfully delivered a comprehensive branding package, ready to adorn both their physical store and online presence. The concept intrigued me, envisioning it as an ideal spot for catching up and unwinding with friends over coffee. Its cozy ambiance, adorned with lush plants and artistic decor, perfectly aligns with my own tastes. I’m eagerly looking forward to experiencing it firsthand! What’s more, Gabriel, the owner of The Whole Bean, expressed great satisfaction and appreciation for my visual design skills!
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