BRANDING | VISUAL DESIGN

 

BRAND IDENTITY |
PRODUCT LAUNCH

 

KARLA'S

CLIENT: Karla Kahvi 
DATE: December 2016
TIMEFRAME: 1 month
BRIEF: Design a brand for a new local coffee shop.
TOOLS: Pen and paper, Skype, Photoshop, Illustrator, InDesign, Google docs, UX pin
DELIVERABLES: Colour scheme, typescale, imagery, logo, icons, social media header, brand style guide, landing page.
MY ROLE:  Competitor research, audience profiles, logo and icons, visual design, branding, usability testing.

 

PERSONALITY

 

 

Karla’s is a coffee shop with a rustic, cosy and relaxed atmosphere. It feels like home: Think of big leather couches in front of a fireplace. The colour scheme and fonts (Thirsty Script, Monserrat) reflect a warm, comfortable atmosphere of coffee and earth inspired tones.

FIELD RESEARCH

 

 

I created 2 audience profiles and then did 4 sessions of 1 hour research and observation in the field. I visited two local coffee shops to validate my initial audience profiles.

From the research I found that most people wanted a break from work and delayed going back to it, something that aligned with my profiles.  The most surprising finding was that most people grabbed something extra with their coffee and a large percentage of these had some dietary requirement, specially gluten and dairy free. This validated the assumption that there is a huge market for these products.

SKETCHES

 

 

 

Sketching and brainstorming ideas for the logo on paper first. Exploring shape, layout, composition and ideation through sketching.

LOGO VARIATIONS

SET OF ICONS

IMAGERY

A mix of Jamie Oliver and Instagram homemade food, the images of the brand portray a very artisan, homemade, freshly baked feel, which a strong colour correlation given by a red tinted filter.  

SOCIAL MEDIA HEADER

An example of a social media header using branded imagery and positioning the freshly baked product on the forefront.

Karlas-socail-media-header-finalKarlas-socail-media-header-final

BRAND STYLE GUIDE

A snapshot of the Brand Style Guide. For a complete version please email me at nata@nataliapelaez.000webhostapp.com

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LANDING PAGE

wireframe-karlas-2Awireframe-karlas-2A