RISE & GRIND
RISE & GRIND is not your typical coffee shop. Yes, their main business is to give you the best imported beans and the best coffees in town. But their desire to build a community is what makes different.
Their goal is to use their space as a networking hub during the day, and create bonding experiences at night with themed parties.
THE GOALS
Articulate a brand identity flexible enough to work for all their activities.
Blend the quality of the coffee with the irreverence of the owners.
Create a fun and cosy experience for the clients through messages and marketing materials.
THE BRAND STRATEGY
We took the time during the sessions to understand the customers; who they were, what they liked.
Then we had a look at the coffee scene in the city; how everybody was positioning themselves.
And finally we laid down a plan to highlight the owners own characters while giving the customers something rather expected
THE CONCEPT
While most of their direct competitors opted for minimalist modern black and white design, we decided to add a twist to a somewhat “vanilla” aesthetics.
We kept a very clean and modern feel, but we coupled it with hand-lettered messaging to give the place a more friendly feel. Then we allowed ourselves to be playful by introducing a mascot. This extra design piece is fun, adaptable, funny and can be taken in infinite directions.
THE brand identity
First we worked on the coffee part of the business. Selling coffee being the chop’s biggest revenue stream, it was crucial to make this part clean and refined, just like the coffee being sold. Afterwards we went for pure fun with the mascot. We developed it according to the different activities and services Rise & Grind wanted to explore. A dose of humor in an industry of delicate connoisseurs.
