coffee shop barista logo

VISUAL DESIGN CASE STUDY:
BRAND IDENTITY &
COMPETITIVE ANALYSIS

Local Grounds

Client

Local Grounds

Year

2022

Category

Food & Beverage

Role

Communication Designer

Visual Designer

Responsibilities

Research
Competitive Analysis
Creative Direction
Naming

Logo
Brand & Identity
Marketing Collateral

Overview

Through the reimagining of a brand, The Whole Bean, the Local Grounds coffee shop concept was developed. Project deliverables include a complete brand identity suite, a preliminary design system with a style guide outlining color scheme, type scale, brand images, a logo, icons, and a social media header, used to create digital and print marketing materials.

The Challenge

56% of coffee shops fail within the first five years. This statistic is eye-opening when considering that the top two reasons for closure are "unprepared for ownership" and "lack of brand identity." While I can't impact the first, I can thoughtfully create a brand identity that will make a lasting first impression.

The Solution

Ensuring the brand communicates a uniform identity from conception to execution by creating an identity system before launch. As they enter the market, this foundation will allow Local Grounds to overcome one of coffee shop owners' main challenges. Also, utilizing a solid basis of UX principles within my designs will lay the groundwork for the future creation of a complete design system.

The Process

click to jump

define brand
anatomy 

understand
our audience

developing
brand
identity