The Task:
Design a branding system for an establishment that has little to no brand presence.
The Subject:
The Bloom Coffee Roasters, a cafe that sells various foods and drinks.
The Approach:
I wanted to create a logo that is representative of the name and overall aesthetic of the business. I used simple typography and colors to keep the aesthetic fun and lighthearted.
Typography:
Shantell Sans
All Round Gothic
Colors Used:
#471113
#280f0f
#f8e7c9
#aea233
#dcd289
#84592b
Research
The first step of this project was reviewing The Bloom's original branding to determine what worked well and what needed improvement. Although the cafe itself was very cozy and relaxed, its branding was overwhelming and not concise. I knew that my design would need a versatile logo that could be applied to any layout and represent the aesthetic of the cafe.
Rough Drafts
After determining the main points I wanted to convey in my branding system, I began my first draft sketches. I considered many different design directions like emphasis on the variety the cafe has, or just focusing on the coffee aspect.
Revised Rough Drafts
For the second round of drafts, I started playing around with different typefaces and type orientations. Eventually, I chose to go through with the bottom left design because it had the perfect amount of fun and readability.
Revised Rough Drafts 2
For the almost final draft I began finalizing the color scheme and began working on a business card layout. Although this design was closer to what I had in mind for the rebrand, I realized that I wanted the logo to be less rigid and more imperfect. I also felt as if the colors didn't match the brand as well as it could've.
Final Design
For the final design, I redesigned the flower to be more natural and imperfect looking. I also changed the color so that the logo and other branded items gave a more natural and inviting feel. I played around with using organic shapes, which tied the whole concept together in the end.
The Takeaway:
Overall, this brand redesign successfully reflects The Bloom’s aesthetic. The natural colors and organic shapes create a cozy look that aligns with the brand’s desired style.
