26/04/2020
http://fabrica.in.ua/works/view?id=158 —
A branding project and renewed visual identity for the Fee de CafeRecently I've received a request for work from the owner of Fee de Cafe. It is a network of coffee houses placed in Kherson, Ukraine, which has been operating in the market for about ten years. These coffee shops are positioned as meeting points for close friends and relatives. Their range includes cakes, healthy desserts and the coffee itself.
The owner wanted to update some elements of the identity and logo. However, in the process of getting acquainted with the task and collecting data, problems of communication with the audience were revealed, as well as lack of a common style and technical harmony in all production of the company. I was also surprised by the absolute lack of technical solutions in printing and the absence of the unified concept of institutions (which includes 3 coffee shops). Logos were used chaotically.
When I realized the problem, I proposed to cover a wider range of work. Namely: to build a new vision of what a brand should look like and to come up with a unified concept within the framework of what exists in individual establishments of the network, to improve the possibilities of using the logo in different variations (signs, menus, posters) with a convenient bringing it to production. My offer was agreed. The work also included the development of menus, stands, cups, napkins, decor and identity items. In particular, I systematized branding and technical work to facilitate cooperation with printing.
Mid-term focus groups were held to understand the desired outcome and adjust the goals throughout the process.
As a result of our collaboration, a single brand concept was created and different institutions of the network were brought to the same style. A general identity and several seasonal items (eg, spring-themed cups) were developed, as well as advertising for the magazine.
The cooperation goes on...