Our challenge was in balancing the various aspects of our brand's personality to show through visual design, tone, client interaction, and campaign direction. Each one of these areas - from the name to the execution - was a chance to showcase a different facet of the brand's identity.
We started with our target audience: working age urban professionals in search of a space outside the home or office where they could be productive, but without feeling stifled. We envisioned our cafe as an open space with plenty of natural light - spacious enough to minimize crowding or rushing, but small enough to feel like a hidden gem. Our visual design direction followed these same principles.
After establishing our brand identity, our project culminated in a marketing campaign pitch. True to the name of the brand, we proposed a campaign focused on encouraging discussions around mental health and emotional expression. Our campaign messaging and social media presence emphasis our brand's warmth, optimism and relatability, rounding out the more polished, restrained aesthetic of the brand's visual identity.
User Research, Creative Direction, Campaign Direction, Marketing Strategy, Print Design
