Project Kickoff: Cafe Branding
As with every restaurant or cafe brand design process, we first begin with discovery activities to get our team acquainted with our client. In order to begin to deliver another amazing brand under a Starter Pack, we first ask our clients to participate in a project kickoff call. This provides us with essential background information. Our strategists study the information and our notes from previous sales meetings before we begin the brainstorming process.
Design Direction Brainstorm
The owners are huge Harry Potter enthusiasts and “magic” in Matcha Magic stems from their fandom. They also drew inspiration from an ice cream shop with magic in its name. Colorwise, our client liked the idea of leveraging green to represent the matcha color and were open to additional ideas.
Matcha Magic signed on for a Starter Pack service, so we planned to create two cafe brand design concepts and allow them to select the one they aligned with most. After speaking with the client about their preferences, location, and target audience, our creativity really started brewing. Expecto patronum!
We knew that we wanted our brand concepts to be open, playful, inviting, and well, magical. Matcha Magic’s brand direction has a magically fresh, zen vibe and we ended up making one option that is vibrant and dramatic and another that is fresh, calm, and subdued. The client ultimately liked elements from both of the concepts we presented. Read on to find out which one enchanted them most.
First Cafe Branding Concept Development
The first cafe brand design direction that we presented is something we call Charmed Cafe. This brand direction is characterized by a fun, whimsical tone with an electric vibe.
We used unique typography and a mischievous style to appeal to a variety of consumer age groups and personalities. The result is a lively, engaging brand that invites customers to experience matcha like never before.
Cafe Branding Mood Board
As part of our Starter Pack, we developed a mood board that showcases six images to convey the overall artistry of the cafe brand design. For Matcha Magic, our experts opted to use custom illustrations to communicate magic along with sparkling green and dusty pinks.
Our mood board for this concept features imagery and typography that seeps into the rest of the brand. Our imagery incorporates the color pairing while also alludes to the dash of magic that matcha sprinkles to your life. We enjoyed playing with the “ashtar” imagery as a nod to the twinkle of magical charm that shines throughout the brand. The sticker image and matcha bag demonstrate this brand concept’s ability to expand easily in both color and design. Bright photography with subtle shadow juxtaposed with a messy and exciting work space help tease out the brand on a more visual level. Our branding experts created this concept with the idea that it could evolve alongside Matcha Magic’s business growth.