I've started to look into other existing coffee brands which are aesthetically pleasing - for reasons I will state upon analysis - which will later inform the design process for Coffee Culture's identity redesign. This is only an initial research post - documenting my findings which will inform the planning and initial ideas for this project.
Tokyo Cafe
I first looked at Tokyo Cafe, which is a Japanese cafe, which adopts the western coffee making lifestyle, more so the independent scene rather than Starbucking - implementing it into their existing culture.
Thier identity consists of a logotype, using both Western and Japanese characters - bringing the two cultures together within one logotype A bond weight has been used to emphasise main part of the logotype 'Tokyo Cafe', in a font stylised with some modern Japanese features. This establishes a well thought out hierarchy. The In the 'logo', there is a symbol, which has been broken down below.
The symbol used for the brand was created by using the symbol for Tokyo? and then using a C which stands for Cafe and combining them to create a very simple symbol. The simplicity allows the symbol to be recognisable, distinguishable. It also looks to have been designed using the fibonacci system, using the ratio to implement circles which then built up to make the symbol.
I quickly threw the symbol into illustrator and added some grids to it, and you can clearly see how the symbol has been constructed. Fibonacci-ish. Neat.
The designer also gave information on how the logotype was designed. It takes elements from the existing Japanese character and implements it into the western type. Which makes the T, the K and the Y. The designer also added a dot next to the O, on the upper right - or the east. Which is supposed to represent the rising sun - which is associated with traditional Japanese culture.
Brand implementation
Implementing the brand symbol onto staff uniforms using the simple brand colours - not over complex. Sophisticatedly simple.
Business cards which use the logo type, using two variations of the brand colours. Really clean, really simple. Using the earthy brand colours, which have an organic homemade feel, which allow consumers which are environmentally concerned to connect with the brand.
Full collateral shot - earthy colour scheme throughout.
Physical 3D collateral, using the logo and symbol on the minimalist mugs and jars. Maintaining the brand colours, and using paper, which can be recycled to add an extra sense of sustainability to the brand - or at least the appearance of it.
Envelope using the brand symbol on the top right, and using additions of the brand colour scheme to break up the what would be bland envelope.
The think these buttons are ace. Fabric buttons using a traditional pattern and the brand symbol. They wouldn't look out of place anywhere really - a fantastic way to promote the brand.
Master Bean
Masterbean is a coffee retail brand from Heidelberg, Germany.
The main colours have been sampled from elements which reflect the brand. Personally, I think this can be quite limiting if there isn't a broad range to sample from - and you can't guarantee a decent contrast between the colour set. It might be best picking two colours and then looking into a colour which complements and contrasts, which will allow for greater diversity in the design.
The symbol construction, using a relatively simple grid system, which has been used to determine the size and heights of the element. Personally, I think the logo looks really bland. It's not very tasteful. I think if the designer used the golden ratio within their design it might've looked slightly more aesthetically pleasing. Although, that might just be a preference.
The coffee cups have been printed with a simple illustrative pattern around the top and the bottom. I don't think these work with the corporate symbol. The illustrations look hand rendered, whereas the symbol has been designed using realism - there's a reflection on the ring around the coffee bean.
And this is horribly photographed.
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