Branding Coffee Shop & Tap Room
Quirky, craft-inspired identity + packaging to kick-start an eco-conscious coffee shop and tap room.
PROJECT SCOPE
Brand Strategy
Identity Design
Brand Guidelines
Packaging Design
THE CHALLENGE
With corporate coffee on every corner, a neighborhood establishment wishing to compete must provide similar conveniences plus engaging experiences specific to a niche customer. Striking balance between vision and customer expectation requires deep understanding.
OUTCOME
Research revealed Takeo’s offerings as highly appealing to individualists seeking a place of community + shared indulgence. Personal expression, sustainability, and transparency are important to Takeo’s demographic; their ethos and visual asthetic had to be anti-corporate and accessible.
01 | The Company
Leading With Community
Husband and wife duo Jade & Scott Dayen have a vision for bringing together two of their favorite beverages, coffee + beer, in a relaxed, eclectic environment where quality, familiarity & comfort welcome patrons from morning until night.
The company leads with community values by serving only responsibly sourced coffee and craft beers, by embracing inclusion and sustainability, and by caring for the environment in all decisions.
I had the pleasure of working with Jade on a previous brand identity a few years ago and this helped us get up to speed faster and enabled us to dig deeper into the couple’s desires for this new business.
02 | The Strategy
All About The Customer
Demographic research revealed a cluster of folks railing against cookie-cutter options, and the establishments that ignore them. It also uncovered a craving for inclusivity and community where “different” is celebrated.
This deep understanding of how their own ethos intersects with customer desire was the catalyst for each part of the brand identity.
02 | The Strategy
All About The Customer
Demographic research revealed a cluster of folks railing against cookie-cutter options, and the establishments that ignore them. It also uncovered a craving for inclusivity and community where “different” is celebrated.
This deep understanding of how their own ethos intersects with customer desire was the catalyst for each part of the brand identity.
03 | The Identity
Relaxed, Quirky, Handmade
Takeo’s brand identity centers around the personalized experience that sets them apart from other establishments, and the approachable, inclusive vibe they embody.
Takeo’s logo, a cartoonized representation of the couple, is quirky and playful, drawing from the charm of Japanese line art, inspired by Scott’s heritage.
03 | The Identity
Relaxed, Quirky, Handmade
Takeo’s brand identity centers around the personalized experience that sets them apart from other establishments, and the approachable, inclusive vibe they embody.
Takeo’s logo, a cartoonized representation of the couple, is quirky and playful, drawing from the charm of Japanese line art, inspired by Scott’s Japanese-American heritage.
04 | Packaging
Environment-First
The environment plays large into everything at Takeo, from marketing to responsible business practices, to sustainable packaging for take-away offerings.
Takeo encourages mugs while enjoying drinks on the premises, and biodegradable to-go cups, which can be brought back to the store for a discount.
For Takeo’s coffee beans, we sourced a 100% compostable bag, valve, and label, made from tree-free unbleached sugarcane paper and recyclable adhesive.
04 | Packaging
Environment-First Packaging
The environment plays large into everything at Takeo, from marketing to responsible business practices, to sustainable packaging for take-away offerings.
For Takeo’s coffee beans, we sourced a 100% compostable bag, valve, and label, made from tree-free unbleached sugarcane paper and recyclable adhesive. The beer bottles use the same recyclable label.
Takeo encourages mugs while enjoying drinks on the premises, and biodegradable to-go cups, which can be brought back to the store for a discount.
“The process lined up exactly with our expectations as [it was] so clearly outlined in the beginning phases. The consultation discussions were most rewarding for us because we felt we were able to ensure understanding of our vision. The entire process was straight-forward and enjoyable!”
“The process lined up exactly with our expectations as [it was] so clearly outlined in the beginning phases. The consultation discussions were most rewarding for us because we felt we were able to ensure understanding of our vision. The entire process was straight-forward and enjoyable!”
Jade Dayen, Co-Owner, Takeo LA
Need help with branding?
CLAIM YOUR SUPERPOWERS WITH CLARITY & INTENTION
Need help with branding?
CLAIM YOUR SUPERPOWERS WITH CLARITY & INTENTION
