The Nitty Gritty...
Project Overview
Flora & Fauna Café is looking for a strong visual identity that embodies their beliefs and attracts a youthful audience. The café is based in San Diego, CA and makes efforts to bring the community together and advocate for the environment. They are looking for a logo and word mark, visual identity including posters, social media assets, typography, and colors, as well as merchandise designs for customers to enjoy.
Contributions
As the sole creative on this project, I developed everything from the fictional café I used as a client. I began with creating a tone and environment for my client and from there, designed a visual identity with accompanying merchandise, social media, and marketing components. With feedback from peers and mentors, I created a unique and fresh brand identity that speaks to their location, audience, and mission.
Mission Statement
Flora & Fauna Café is a trendy, queer-owned coffee shop based in sunny San Diego, CA where youthful people go to grab a quick bite, enjoy refreshing drinks, or recharge with house-brewed coffee. Flora & Fauna Café roots their values in community and the environment and their brand identity reflects that across all aspects. Flora & Fauna Café's mission is to bring people together and provide a space that is designed with the energy of Southern California in mind.
Brand Anatomy
Thanks for reading this far! The direction I chose to go in for the brand identity was based on trending design elements combined with unique typography, texture, and color applications. I wanted to evoke the freshness of San Diego, as if this café sat at the top of a hill overlooking the ocean as waves crash onto the warm sandy beaches. Flora & Fauna speaks to the plant and animal life of San Diego and brings the outside in. When it came to choosing the typography, I knew I wanted to keep things simple, opting for two sans serif fonts, having a chunky font as the primary typeface in the word mark. The ampersand used as the logo represents the fluidity of nature and brings in the life once more. I applied a halftone effect on the marketing assets to draw in more attention on the images and give a new and different take to selling products, targeting a younger audience who is all about keeping things simple.
