The Foundery Coffee Pub Rebrand
This is my Foundery Coffee Pub Rebrand. I created a rebranded logo, website, and merchandise mockups. I created the content using Photoshop, Illustrator, and Indesign.
Foundery Coffee Pub Rebrand Goal:
Take the given coffee shop and rebrand it so that affordances are strengthened and limitations are removed.
The coffee shop that I got was The Foundery Coffee Pub. At The Foundery, they have a very industrial-looking interior, which is something I wanted to enhance with a new logo. The Foundery also has a very Unique Selling Point, or “USP.” Rather than considering The Foundery’s coffee as the main affordance, the owner has considered The Foundery’s main affordnce to be the large space in their shop. Therefore, I also want to enhance the presence of their events page on their website.
Research
- Located on Habersham St. in Savannah, Georgia, less than a mile away from the South Historic District.
- Historic District is known for its cultural events and its farmers market, as well as being within close proximity of Savannah College of Art and Design.
- Target persona: students of SCAD, and people ages 18 to 44 who are interested in socializing and enjoying cultural and artistic events.
After gathering the background information, I visited their website to see what affordances they offered. While reading through their “Our Story” page, I noticed that they market themselves as a place that is very centered around community and collaboration. They regularly host events that are meant to get customers to interact with each other, such as chess groups, and open mic nights. After reading through, I concluded that events are their main affordance.
“I don’t want to say coffee is not our number one product, but space is really our number one product… but we try to do coffee really well.” – Kevin Veitinger, Owner of The Foundery
What is UI/UX?
UI/Ux stands for “User Interface/User Experience.” The two work hand in hand. UI/UX is important because it ensures that the customer is able to journey through your brand without any confusion or strife. It also allows the customer to have the best brand experience. So what does UI/UX encompass?
User Interface refers to the look of the design. It’s the colors and layout that guide a User through their interaction with the product or service.
User Experience refers to how the customer reacts to the product or service. A customer’s experience can be described as positive, neutral, or negative. The goal of a design is to always garner positive experiences.
The New Foundery Coffee Pub Logo
The Foundery has a very… interesting logo. It’s basically a shield that is divided up into different sections. There is an “F” on the left section, and a coffee kettle on the right. There’s a weird stripe pattern on the bottom of the shield, and a line pattern on the top. Obviously, The Foundery’s logo is confusing and doesn’t convey the personality of the shop.
Since the inside of the shop produces a steampunk vibe, I wanted to design a logo that matched that atmosphere. I also wanted it to look old, but modern at the same time. For my final design, I incorporated a “flat design” badge shape with a ribbon at the bottom and a smaller version of the main shape at the top. For colors, I chose shades of coffee brown to remind people that despite the steampunk vibes, The Foundery is a coffee house at heart.
Font Choices: Superclarendon and DIN Alternate Bold
Superclarendon is a bold serif font. I chose it as the main font because it gives off a very strong industrial vibe that matches The Foundery’s atmosphere.
DIN Alternate is a slick sans serif font that pairs well with a thick serif font like Superclarendon. I used it in the top design and the ribbon.
Rebranded Foundery Mockups
To enhance this rebrand, I incorporated the logo onto various mockups. This gives more life to the brand, and shows its effectiveness on different mediums.
Rebranded Foundery Website
Finally, I created desktop and mobile mockups of my new Foundery website. I also included a concept for a mobile punch card. This reward system can improve customer experience and increase net sales.
Rebrand Results
I’m very pleased with how my rebrand turned out. I believe The Foundery’s sales will increase with this new identity, and the new identity will allow The Foundery to stand out from its competitors. I conducted a lot of research for this project and have gained a lot of knowledge about the rebranding process. I have also discovered, through this project, the importance of UI/UX and how it should dictate design. I have also discovered my passion for package design as well as logo creation.