The proposal and the process
The Cafe Meow is a Minnesotan coffee shop that also offers cat visitation, known as a Cat Cafe. They have a consistent online presence, as well as great social media scheduling. With two locations, this local company offers some wonderful catpanionship as well as seasonal caffeinated (or non-caffeinated) drinks.
The goal for this project was to create a brand identity that felt as modern as the company itself, with a personal twist that their target audience will be searching for in their day-to-day lives.
By interviewing people who interacted with the company in many different ways, I gauged a way for the brand to move forward.
My guiding words for this branding were cat loving, goofy, and relaxed.
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Deliverables: Banner stands, social media templates, café signage and menus, merchandise designs, branding guidelines.
I thought that the previous branding idea was in an interesting position, where it used a cat in a coffee mug for its primary iconography. This became a primary reference point that I went to as I was ideating the logo for this rebrand.
I played around with the iconography of the cat and the coffee mug for half of the designs, and purely type for the other half.
After landing on my favorite sketch, I used a combination of vectorized hand-drawn elements for the cat and shape building techniques to create the mug where it resides.
And here we are!
