A Step-by-Step Guide to Designing a Brand Identity for a Coffee Shop

Jack Watson

Introduction [00:00]

• Transitioning from Graphic to Brand Designer
  • Building a brand from scratch can be overwhelming, especially when transitioning from a graphic to a brand designer.
  • Many crucial pieces like messaging, look, and feel must align for intended brand perception.
  • A solid process is essential to avoid design "spirals" and messy canvases.
  • A clear roadmap is vital to guide designers from concept to a desirable brand.

    

• Video Goal
  • The video aims to demonstrate a complete start-to-finish process for brand creation.
  • The focus is on designing a brand that is not only visually appealing but also strategically aligned with the client's target audience.

The Client [00:53]

• Melt London Coffee Shop Overview
  • The project involves designing a brand for "Melt London," a new coffee shop located in London.
  • The target demographic is young women who appreciate aesthetic environments, "cute lattes," and current trends (e.g., TikTok).
  • The coffee shop aims to be a go-to spot where customers can work on their goals in an aesthetically pleasing space.
• Vision for the Brand
  • Melt London's vision is to become the premier destination for "girl boss mornings," social catch-ups with friends, and shareable "I'm living my best life" Instagram moments.

Strategy [01:09]

• Importance of Brand Strategy
  • Brand strategy is identified as the most critical phase in building a brand identity.
  • It lays the fundamental groundwork that dictates all subsequent design decisions.
  • Key elements to understand include business goals, mission, vision, values, and messaging.
  • All strategic elements are derived from a deep understanding of the client's target audience.
• Alignment with Target Audience
  • Every design choice, from the color palette to typography selections, must be entirely consistent with the identified target audience.
• Strategy Overview for Melt London
  • A detailed strategy document was created for Melt London, providing a quick overview of its core tenets.

    

Moodboard [01:38]

• Moodboard Creation Process
  • Two distinct mood boards were developed, each offering slightly different stylistic directions.
  • To aid client understanding and prevent misinterpretation, detailed annotations were added, explaining the rationale behind each design element on the mood board.
• Client Selection and Key Elements
  • The client ultimately chose Moodboard 2.
  • The favored elements from the selected mood board included:
    • A custom rounded wordmark.
    • A warm and inviting color palette.
    • A flash photography style that captures authentic, everyday moments.

      

• Transition to Logo Suite Creation
  • Following mood board approval, the next major step is the creation of the logo suite.
  • The logo suite comprises an icon, a vertically stacked wordmark, a horizontal wordmark, and a badge.
  • The primary focus is on developing the wordmark first, with other logo elements designed around it.
• Wordmark Customization
  • Initial fonts are selected as a base for customization, knowing they will be heavily modified.

    

  • Process in Adobe Illustrator:
    • Convert text to outlines (Command + Shift + O or right-click > Create Outlines) to transform letters into editable shapes.
    • Use the pencil tool (N) for freeform manipulation of the letter shapes.

      

    • The design concept involves the text appearing to "droop" down, symbolizing "Melt London."

      

    • A subtle heart shape is incorporated into the negative space of the letter 'M' to align with the brand's identity.
    • The customization involves creating multiple iterations and making copies to track evolution and allow for reversions.

      

    • The final wordmark is significantly different and customized from the original font.
  • Before and After of Melt London Wordmark

    

• Adding a Border to the Logo Type
  • To enhance the brand's identity and appeal to the target audience (making it feel like a "hidden gem" coffee shop), a border is added.
  • Technique:
    • Group all the letters (Command + G).
    • Apply Object > Path > Offset Path (e.g., 10 pixels) to create an outer border.
    • Utilize the Shape Builder tool to merge and refine the border shape, eliminating unwanted gaps.

      

    • Invert colors (e.g., dark border, light letters) for visual impact and contrast.
• Icon Design
  • An icon is designed for scenarios where the full wordmark might not be legible, such as app icons, favicons, or product placements.
  • The icon is derived from the 'M' of the wordmark, retaining the distinctive negative space heart.
  • A unique, wavy border reminiscent of a "biscuit top" is created using the ellipse tool and the Distort & Transform > Zig Zag effect with "smooth" points.

    

  • The icon is refined to ensure clear recognition of the 'M' and the heart.

    

• Horizontal Wordmark Creation
  • A horizontal version of the wordmark is developed for broader application and versatility.
  • The letters' rotation and spacing are adjusted to achieve a horizontal alignment while preserving the "melting" aesthetic and the negative space heart.
  • Melt London Logo Suite

    

Colour [12:17]

• Developing the Color Palette
  • The initial color palette is extracted and refined from the selected mood board.
  • Multiple variants are explored by adjusting saturation, lightness, and hues.
  • The goal is to achieve a "pastel vibe" that conveys warmth and welcome.
  • A specific pink is replaced with a green, which will also be used to represent matcha lattes offered by the coffee shop.
• Final Color Palette

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• Contrast Testing
  • The new logos are placed on squares of each color from the palette.
  • This step ensures sufficient contrast and visibility for all logo variations across the chosen color scheme.

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Typography [14:14]

• Primary Font Selection
  • The process for selecting the primary font (for headings) mirrors the logo type selection.
  • A selection of fonts is gathered, and an elimination process is used.
  • The same font initially chosen as the base for the logo type is selected as the primary font due to its strong alignment with the brand's mood board.
• Secondary Font Selection
  • A complementary secondary font is chosen for body text and other elements. It is noted to be similar to "Poppins" but is a different typeface.
• Type System Development
  • A complete type system is then developed, integrating both the primary and secondary fonts for consistent brand messaging.

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Photography [14:52]

• Generating Photography Style
  • Photography prompts are generated using ChatGPT.
  • Images are then created using Midjourney to translate these prompts into visual assets.
  • The aim is to capture the desired brand vibe through the photography.
• Characteristics of the Photography Style
  • The photography seamlessly integrates the chosen color palette.
  • Features harsh shadows, aiming to naturally capture everyday moments.
  • Embraces a retro theme, complementing the overall brand aesthetic.
  • Includes playful elements, such as dogs depicted drinking coffee, to enhance the brand's welcoming and quirky personality.

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Case Study [15:49]

• Purpose and Presentation
  • A case study is compiled to effectively present the complete brand identity to the client.
  • It is also recommended for designers to post such projects on platforms like Behance and Instagram to grow their agency and attract clients.
• Applications and Mockups Showcase
  • Social Media Usage
    • Demonstrations of how typography is applied in social media posts.
    • The brand icon is used in the bottom corner, and photo borders are intentionally "imperfect" to maintain consistency with the logo type.

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  • Video Content
    • AI-generated videos created using Midjourney's animation feature are showcased.
    • These videos include animated tags and icons, demonstrating dynamic brand application.

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  • Product Mockups
    • Mockups are created using Midjourney for AI generation and Photoshop for applying logos.
    • This method ensures high consistency with the overall brand image and style.
    • The brand icon is shown being used as a stamp on packaging.

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  • Digital Mockups
    • Examples include a phone mockup featuring the Melt London logo.

      

    • A grainy film texture (resembling a Leica 35mm shot) is applied to maintain the retro theme.
    • Various app icons in the brand's style are presented.
    • Instagram story examples demonstrate the mix of primary and secondary fonts, integrating logos and photography.

      

  • Impact of Video Additions
    • Midjourney-generated videos are highlighted as a significant new addition to the brand identity offerings.

      

Brand Guidelines [18:20]

• Final Client Presentation
  • The completed brand identity is presented to the client using a specialized brand presentation template.
  • This involves explaining all design decisions and showing the brand in practical applications, similar to the case study.
  • Client feedback is gathered through a dedicated client portal (built using Notion).
• Creation of Brand Guidelines Document
  • Upon client approval (ideally without revisions), a comprehensive brand guidelines document is created.
  • This document serves as a "how-to-use" guide for the new brand identity, ensuring consistent future application.
• Completion of the Process
  • This final step marks the culmination of the entire start-to-finish process for developing a complete brand identity.