Problem
Context: Has Beans Coffee, a local coffee shop known for its quality brews and cozy atmosphere, is facing declining customer engagement and increased competition from both specialty coffee shops and larger chains. Despite a loyal customer base, the brand's visual identity and messaging have not evolved to reflect current market trends or the changing preferences of consumers.
Challenge: The existing branding does not resonate with potential new customers, particularly younger demographics who prioritize sustainability, unique experiences, and community connection. Additionally, the coffee shop's online presence and marketing strategies are lacking, resulting in missed opportunities for engagement and brand loyalty.
Solution
I built multiple versions of my logo to give the coffee company Has Beans options for its branding. To recreate a new brand I needed to do some research on the current logo of the company. It was very cluttered and had a graphic that was unclear, and also their choice of color was bland and outdated. I chose a color palette that represented coffee, tea, and warmth. I created different logo variations such as the all-text logo, graphic logo, and icon logo, so there would be options for social media profiles, mock-ups, etc. To modernize their current logo I changed the typography to something sleeker so I chose a San serif font and combined it with a graphic of a coffee cup to unite the two. I believe it was a successful rebranding because it solved the original problem they had and would attract new customers by also keeping its existing customers.
