Coffee Brand Visual Guidelines

Context

Three shops, zero consistency. Cups, packaging and menus were produced shop by shop, and the online ordering page used colours that matched nothing in store. The owner wanted something a printer and a barista could actually execute — not a pretty coffee-table book.

What I did

• Distilled the brand’s story into a “slow down” idea, leading with warm cream and deep brown
• Designed a logo system with horizontal, stacked and text-only lockups, plus minimum sizes and clear space
• Defined a palette of 2 primary and 4 secondary colours, cross-referenced in CMYK, Pantone and screen values
• Produced 12 categories of collateral templates: sleeves, bags, menus, wayfinding, delivery platform covers
• Wrote a one-page quick-start checklist so a new hire can judge whether a piece is on-brand in ten minutes

Outcome

After the guidelines landed, collateral production dropped from about two weeks to five days per shop and reprint failures fell noticeably. When the brand opened a fourth shop, they produced everything in-house with no additional design cost.