YELLOW CAFE
Design of the new brand identity of Yelllow Café, a cafeteria situated between the shopping center of Panormou (Athens, Greece) and the main neighborhood of the area. The location of Yellow Café allows it to attract both permanent residents as well as passers-by. The café offers quality organic products, and its coffee is a blend of carefully chosen coffee beans.
The goal was to create a brand with a distinctive icon and simple graphic forms; a brand that would convey a strong visual connection between coffee, modern typography and minimalist design. The icon was designed based on the two first letters of Yellow Café, Y and C, and was transformed into a simple cup, an object directly connected to coffee. Color-wise, Yellow Café could only be represented by a warm yellow color from the pantone palette, followed by some grey tones for high contrast.
After receiving and processing the client's brief I designed various concepts, both on paper and Adobe Illustrator. This process resulted into three concept proposals; the client chose the concept they liked the most, and the finalizing of the logo followed. From then on, our brand developed naturally, and was perfected with some final additions.
The promotional campaign of Yellow Café was divided into two parts. In the first part of the campaign, I created a card to demonstrate the location of the cafeteria on the area map, followed by the slogan “Find The Yellow Spot”. By illustrating the position of the café, I also needed to define its nature. Therefore, the second part of the campaign was focused on coffee; inspired by the Yellow Café logo, I decided to create a cup that would be the trademark for hot coffee; as for cold coffee, a glass was designed using the brand pattern as ice and the brand’s line thickness in the shape of the item. I also created a secondary color palette, for a pleasant and fresh result.
I am confident that the new brand of Yellow Café was appreciated by the majority of the cafeteria's customers. Being a customer of Yellow Café myself, and seeing how the new brand was applied to the business, I believe that I managed to create a strong, distinctive design that people can recognize. This project helped me realize that a designer's ideas and goals can be achieved in collaboration with the client, to produce a complete and pleasing work result.
YELLOW CAFE on behance:
https://goo.gl/1gc6vm
