When developing the concept for Local Coffee, it needed to include the entire design process and the production of all digital and print assets. ​ Onboarding began with understanding the complete business vision, and in the discovery phase, it became clear that the proposed location of the coffee shop was the focal point. This insight provided the foundation for the Local Coffees brand and the decision to drop the working name, The Whole Bean. The name needed to balance sincerity and warmth with a touch of modernity to create a voice for its mission statement. When customers enter Local Grounds, they should feel like this is "the place" you want to come to every day for your favorite cup of coffee, the place you love to grab a snack and catch up with a friend or get some work done. Ultimately, the brand needs to have a little something for everyone that leaves customers feeling valued and appreciated. In moving forward with the research phase, I defined primary personas to understand the customer and created a competitive analysis for future brand applications. I continued in the creation of visual and digital asses that would provide building blocks for the style guide while maintaining a clear voice for the brand: welcoming, genuine and modern. These elements included: • Logo • Colors • Typography • Pattern & Texture • Imagery & Photography • Illustration & Iconography • Layout & Composition In conjunction with outlining the implementation of creative brand touchpoints, the development of these assets wrapped up this project with the included deliverables: • Renaming • Mission & Values • Statements • Logo • Custom Icons • Brand Identity Suite/ Preliminary Design Systems • Digital & Print Collateral