Known
Coffee Shop Branding
This student brief to create an entirely new brand for a small business- a coffee shop- opening soon in London required ground up development.
The owner, Thomas, wanted the brand idea to bring his love for good coffee to customers in a way that placed emphasis on the hand crafted authenticity of the products he would offer. He also wanted the brand to reflect his goal of creating a welcoming community and a personal experience for a wide cross section of customers and coffee lovers. The bright friendly colors, personable and timeless lower case logo, and hand drawn elements combine to bring Thomas’ vision to life.
Concept work for a student project.
The project started with some brainstorming and sketching, centred around the type of business and also around Thomas's goals for the company. This resulted in some name options, and the name 'known' was chosen for its association with both human relations, as well as knowing where their product, coffee, is sourced.
Many versions of the logo were sketched before developing a custom simple, slightly old fashioned lowercase with shaping to the O to indicate a coffee cup.
A bright friendly color palette of light colors complimented by darker accents was chosen, with additional use of white in a system that will allow for wide brand rollout.
In order to emphasise the handcrafted nature of the business and their carefully prepared coffees, it was decided that graphic elements would be hand drawn. These included tribal patterns specific to the location of each coffee source. A series of latte art is also available, selected for its common theme of hearts and the tie in to the personal aspect.
