Project Overview
Green Bean Cafe is a fictional eco-conscious coffee shop aiming to establish a strong brand identity that reflects its sustainable mission and resonates with environmentally conscious consumers. The goal was to create a cohesive visual identity that highlights the cafe’s values of ethical sourcing, community connection, and eco-friendly practices while standing out in a competitive market. The project involved developing versatile branding assets, including a logo, packaging, storefront visuals, and a website design, all tailored to appeal to a modern audience passionate about sustainability.
Green Bean Cafe is a fictional eco-conscious coffee shop aiming to establish a strong brand identity that reflects its sustainable mission and resonates with environmentally conscious consumers. The goal was to create a cohesive visual identity that highlights the cafe’s values of ethical sourcing, community connection, and eco-friendly practices while standing out in a competitive market. The project involved developing versatile branding assets, including a logo, packaging, storefront visuals, and a website design, all tailored to appeal to a modern audience passionate about sustainability.
Client
Green Bean Cafe (Fictional)
Green Bean Cafe (Fictional)
Role
Graphic Designer, Product Designer
Graphic Designer, Product Designer
Design Process
Initial Research
To ensure the branding for Green Bean Cafe was grounded in strategy and aligned with market demands, I began by conducting thorough research into industry trends and target audience. This helped define the brand’s positioning and provided key insights to guide the design process. The coffee shop industry is rapidly evolving, with consumers increasingly prioritizing sustainability and unique experiences. Recent trends highlight the growing importance of eco-friendly practices. Starbucks has introduced reusable cups and set ambitious goals to cut waste by 50% by 2030.
To ensure the branding for Green Bean Cafe was grounded in strategy and aligned with market demands, I began by conducting thorough research into industry trends and target audience. This helped define the brand’s positioning and provided key insights to guide the design process. The coffee shop industry is rapidly evolving, with consumers increasingly prioritizing sustainability and unique experiences. Recent trends highlight the growing importance of eco-friendly practices. Starbucks has introduced reusable cups and set ambitious goals to cut waste by 50% by 2030.
Through research, I identified Green Bean Cafe’s primary target audience as eco-conscious Millennials and Gen Z consumers. These individuals are highly attuned to sustainability issues and are drawn to brands that align with their values, such as ethical sourcing, waste reduction, and environmental stewardship.
Brand Guide
The Green Bean Cafe brand is all about creating a cozy, welcoming vibe.The logo features a sprout emerging from a coffee bean, symbolizing the café’s vision to grow from humble beginnings and contribute to the environment in meaningful ways. The earthy colors—Green Tea, Dirt Brown, and Ant Black—create a calming palette, perfect for making customers feel relaxed and at home.
The hedgehog mascot plays a special role in the brand’s identity. Hedgehogs were chosen for their ecological contributions—they help biodiversity by aerating soil, recycling nutrients, and dispersing seeds and pollen, making them a perfect symbol for a café committed to sustainability.
The hedgehog mascot plays a special role in the brand’s identity. Hedgehogs were chosen for their ecological contributions—they help biodiversity by aerating soil, recycling nutrients, and dispersing seeds and pollen, making them a perfect symbol for a café committed to sustainability.
Landing Page
I created a clean, one-page layout that focuses on delivering essential information to users. The “Visit Us Today” button in the header is linked directly to Google Maps, allowing users to easily see the route and time it takes to get from their location to the cafe. A menu section is also included, featuring a button to view the full menu, ensuring users can quickly explore the cafe’s offerings. To align with the brand’s eco-conscious voice, I also incorporated a dedicated section emphasizing the cafe's eco-conscious efforts.
Looking ahead, I envision enhancing the site by integrating an online drink ordering and pickup feature, further improving the user experience and streamlining the cafe’s services.
Printed Designs
For the printed designs, I created a cohesive set of materials that reflect Green Bean Cafe’s eco-conscious branding. These include cafe signage, compostable paper bags for customer purchases, and a reusable tote bag. A loyalty card is also included as part of the collection, serving as a friendly reminder for customers to bring their Green Bean Cafe cup to enjoy $1.00 off their order, as well as a reward system offering a free drink on their 8th visit. Additionally, a cafe menu is designed to highlight the cafe’s offerings.
For the printed designs, I created a cohesive set of materials that reflect Green Bean Cafe’s eco-conscious branding. These include cafe signage, compostable paper bags for customer purchases, and a reusable tote bag. A loyalty card is also included as part of the collection, serving as a friendly reminder for customers to bring their Green Bean Cafe cup to enjoy $1.00 off their order, as well as a reward system offering a free drink on their 8th visit. Additionally, a cafe menu is designed to highlight the cafe’s offerings.
