The Whole Bean

My Role

Logo Design

Collateral Design

Brand Strategy

Audience Research

Client

Fictional

Year

2024

Logo for
Couple with arms crossed, smiling. They are wearing aprons and standing in front of a cafe. Img by Tim Douglas - Pexels

Identity & Branding

Visual Design Project

The Big Idea

The Whole Bean Coffee House, established by a young couple with a vision for creating a communal space where people can connect. It aims to be a warm gathering place where individuals can enjoy high-quality coffee and delicious baked goods.


The goal is to provide an affordable yet inviting environment that caters to a diverse audience, from young adults to seniors, fostering relationships and interactions among community members. The Cafe’s lives its mission statement:


"Brewing Community Connections.

One Cup at a Time"

The Goal

Create a brand identity appealing to a wide demographic and radiating the cafe’s values:

  • Welcoming
  • Down-to-earth
  • Friendly
  • Community-oriented
  • Genuine
  • High-quality

The Deliverables

The final design deliverables of the project included:

  • Color Palette
  • Typography Scale
  • Logo Design
  • Icon Pairs
  • Collection of Brand Images
  • Brand Style Guide

The Scope

My approach to this branding design project included the following key components:


  • Brand Strategy

Collaborated closely with the owners to clarify
the brand’s vision, mission, and core values.


  • Audience Research

Created detailed personas to better understand
our target audience’s preferences and needs.


  • Visual Identity Design

Developed a compelling visual language that
included colors, typography, logos, and imagery.


  • Collateral Design

 Designed practical branding elements for
merchandise, packaging, and digital platforms.


  • Brand Style Guide

Produced an easy-to-use manual to maintain
visual  brand consistency across all touchpoints
and materials.

Sneak Peak

Key Learnings

  • Audience Engagement: Really digging into who the audience is leads to smarter branding choices.


  • Creative Freedom: Letting design evolve can lead to surprising and aligned results.


  • Consistency is Essential: A clear style guide means the brand stays strong as it grows.
Two coffee cups with green lids, in a cardboard carrier with sugar packets and straws on a brown surface.
Coffee shop interior: wooden wall with shelves, coffee machine, clock, decor, and menu boards. Img by A. P. Gunawan - Pexels

Research & Discovery

Personas

In order to effectively design for the target audience, I developed three key personas that represent various customers of The Whole Bean, with a focus on individuals aged 30-60.

Woman named Sarah Quinn, wearing a white shirt, smiling. Biography highlights goals and illustrations. Img by Canva

The Social Parent

35, a mom who enjoys casual meetups with fellow parents to chat, looking for a welcoming atmosphere while keeping an eye on her children.

The Remote Professional

28, a freelancer who loves a lively atmosphere with a comfortable space to work and reliable Wi-Fi.

A man, Sam Lee, in a red shirt, is featured on a business card with personal details and goals. Img by Mojor Zhu - Unsplash
Linda Watts: Local Activist. Profile with photo, goals, frustrations, and quote. Img by Anthony McKissic - Unsplash

The Casual Visitor

58, a retiree who is looking for a local spot to enjoy quality coffee and pastries without traveling into the city.

Competetive Analysis

My research revealed a notable gap in the market. While several excellent coffee shops exist in the city, none prioritize building community connections in the outer part communities.

Design Process

My design process typically starts with researching what is already out there. I like to get an idea of popular branding and what similar establishments in the greater area use to ensure I avoid spending time designing something too similar. Also, I like to look at branding in other countries, trying to get as much creative inspiration as possible.


In this class project case, I sat in a coffee house to work, enjoy some good coffee, and gather ideas about the target audience. To make my design process most efficient, I like to use AI to help me create personas and to structure my thoughts into clear, informative, and correct text. The images, typefaces, and colors I choose for the project are, of course, based on the research and given criteria, but also driven by my instinct and eye for aesthetics.


Working from home, I like to set the right vibe by choosing a Spotify playlist that matches the vibe I want to achieve. In the design process of The Whole Bean, I decided on cozy coffee shop jazz.


A maroon circle with an arrow pointing down, text reads

Color Palette

Inspired by a photo of the coffee bean flower, I chose a muted, earthy green to serve as the brand's primary color. This choice was strategic; the green tone evokes the natural, organic origins of coffee beans, complemented by a secondary color of a roasted coffee bean, a warm brown, and an accent of cozy red rounded with a contrasting soft white to emphasize quality and nature.

Coffee cherries, varying in ripeness from green to red, cluster on a coffee plant branch. Img by Eduardo Gorghet - Unsplash
Color palette showing four swatches: green, brown, burgundy, and cream, with their HEX, RGB, and CMYK values.

Typography

Typography was critical to conveying the brand's friendly yet professional tone. For the primary name, "The Whole Bean," I selected a classic serif typeface. The serifs provide a touch of elegance and history, building a feeling of trustworthiness and quality craftsmanship. Paired with a sans-serif font to create a clean, contemporary contrast, the goal was to ensure high legibility and add a modern sensibility and personality, enhancing the brand's welcoming feel.

Font comparison:

Logo & Icons

The primary objective for The Whole Bean Coffee House logo was to create a brand identity that instantly conveys warmth, quality, and a sense of community. The desired aesthetic was a blend of timeless tradition and modern approachability, representing the coffee house as a welcoming, high-quality neighborhood destination.

At the heart of the logo is a simple, universally recognized icon of a steaming coffee cup. Its clean lines make it easily identifiable, and the rising steam adds a subtle touch of warmth and freshness, alluding to the delightful sensory experience of a great cup of coffee.


All elements were carefully centered and balanced within the oval to create a harmonious and uncluttered final mark. The result is a logo that feels both professional and personable. It successfully communicates the core values of The Whole Bean Coffee House: quality, tradition, and a warm welcome, in a single, memorable design.

Logos for

Imagery

I collected high-quality images illustrating the café’s owners, staff, atmosphere, and product offerings for use across marketing assets, which evoke feelings of community and comfort, ensuring the imagery aligns with the brand's personality and can be leveraged across promotional materials.


Brand Style Guide

Assorted brochures with green covers and colorful interior pages, likely showcasing a business or event.

Last, I created a comprehensive brand style guide that outlines the correct usage of fonts, colors, logos, and imagery, providing the owners with an essential tool for maintaining brand consistency.

Final Thoughts

Next Steps

What’s next for The Whole Bean Project?

I’m working on a user-friendly website and app to extend branding online. This will include online ordering and event updates, further establishing the café as a community hub.


Key Learnings

  • Audience Engagement: Really digging into who the audience is leads to smarter branding choices.


  • Creative Freedom: Letting design evolve can lead to surprising and aligned results.


  • Consistency is Essential: A clear style guide means the brand stays strong as it grows.

In a Nutshell...

The branding project for Brewed Connections Café proved how thoughtful design can create genuine community connections.



The fun collaboration between creative ideas and a passion for community laid the groundwork for a café that truly resonates with its patrons.