Target Audience

• People who love to travel and explore

• Photographers

• People with a sense of humor

• Anypne who appreciate coffee

• All Genders 

• All Ethnicities

Brand Role

Concept, Design Execution, Brand Identity, Illustrator, Photographer and Brand Strategist, Production. 

Attributes

Inviting, Exciting, Hipster, Offbeat, Appealing, Original

Category

Type & Personal Branding Project 

Year

Fall 2017

How was the type made

We were tasked with making a type specimen for our type 3 class our instructor asked us to research street photography and look for two types one hand written and another that we personally thought was ugly. We then had to marry them together to create a new beautiful baby type. We started combining or as our professor Yomar Augusto said "marrying" the ugly types by sketching characters we liked about each type. To create a   new type. We first sketched on our letter size sketch books, then we started sketching it on a larger scale poster paper all to imagine every detail in each letter. After achieving our desired results we used illustrator and kept improving the design until everything looked like a typeface.  

Project Objective

This was a personal project for a coffee shop I want to own one day. It combines the three things that I am passionate about: traveling, photography, and sarcasm. I added "Some Attitude" typeface that I createdduring my Fall semester to give this coffee shop its own uniqe identity and a personality.   

Project Challenge

In this project I was constrained by the color palette. I was limited to using white, black and red. Utilizing the primary display typeface of "Some Attitude" and the secondary typeface of "Univers" was another limitation. In addition, coming up with interesting compositions that combined photography and the typefaces together was challenging I . Choose images that portrayed  emotions; and unified  the theme of the coffee shop despite having different places and themes all over.  

Project Solution

The solution for the logo was to create a mark that looked like a camera and its lens. By placing a coffee mug in the middle of a camera instead of a lens. I was able to unify the different themes, and turning all the photography black and white. 

Audience Needs

The needs of the audience will be fulfilled through providing an inclusive safe environment for all genders and ethnicities. To inspire the customers there will be mini books that provide details of new places to visit and what to expect when traveling to certain places. Using photos of the places to give people something to look forward to when they travel. It will be a place with great coffee-house music to set the mood for work or study.