Project Brief
Re-brand a business of my choice, creating a logo, letterhead, business cards, and envelope design. I decided to re-design the brand of my favorite local coffee shop, Caffe Bene.
Solution
The business has a calm, natural vibe. To portray this, I chose a tan and brown color palette, reflecting the soft colors of freshly brewed coffee.
Low-fidelity
Caffe Bene's original logo has a natural, earthy look with the plant-like line art, which extends to the weight of the typography. My logo sketches included imagery of coffee beans and coffee pots, along with different styles of type. I used hand-drawn or type manipulation for my logo drafts to give a homemade look that fits the brand.
Mid-fidelity
There were several different colors I looked into for the branding. To convey a soft, natural look I chose a light brown color to remind the user of a warm cup of coffee. I decided to choose the middle logo because the soft edges of the text are reminiscent of the desserts that are included in the logo name "waffles and gelato."
Original Logo
First Logo Sketches
First Logo Proofs
Color 1
Color 2
Color 3
