FRONT PORCH CAFE REBRAND
LOGOS ● BRANDING ● DIGITAL ILLUSTRATION ● Package Design ● gamification
Case Study: Front Porch Cafe Rebrand
Objective
Create a new brand identity for the Front Porch Cafe, to include a rebrand of their logo, gamification, and package design.
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- Front Porch Cafe Rebranding
Execution
Research and Development
Who are they?
Location
Logo/Identity/Color(s)
Target audience
What do they offer the consumer?
Hierarchy of Importance/Journey map
Value proposition
Mobile/Gamificationz
Creative Tools
Target Personas
Coffee admirers
Beachgoers
Tourists
Artists
Locals
Seasonal tourists
People who love the community, activities, and events
Heirarchy of Importance
This first step helps initialize the process of understanding the who, what, and where in relation to the consumer. It demonstrates where they currently are as an identity to the target audience and helps develop new ideas and innovations to create a value proposition.
This map demonstrates the journey it takes to achieve the goal with less text and more visuals.
Typography and Color
I chose the font Al Fresco bold for the words “Front Porch” because it demonstrates the artistic side of who they are and part of who the consumers are. The word “cafe” is expressed in the logo with the font Oswald. I chose this font because it gives the business side of what they offer such as merchandise and custom art in addition to coffee. I kept the light blue design on top of the letter “P” in “Porch” because it stood out to me while examining their current logo.
Sketches/renditions
Mockups
Value Proposition
OBX Treasure Box
“The coffee connection from our porch to your home.”
Affordances
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- Front Porch Cafe Branding: Package Design
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- Front Porch Cafe Branding: Package Design
New Platform
Building relationship branding!
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- Front Porch Cafe Branding: Package Design
My value proposition is to draw from what threadbeast.com does with clothing and incorporate it with Front Porch Cafe and its coffee, merchandise, and art.
Mobile Access
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- Front Porch Cafe Branding: Package Design
User Centered Design (UCD)
With threadbeast.com, the consumer pays for a monthly subscription and uses their sizes, colors, and accessories to ship custom monthly clothing and accessories. This structure cultivates an enhanced User Experience and a sense of surprise for the consumer.
This structure cultivates an enhanced user experience and a sense of surprise for the consumer because it is more than the coffee.
My value proposition is to keep the same base structure but personalize it with a customer-chosen coffee and merchandise selections sent to them every month, based on their subscription tier such as:
Coffee samples from different origins.
Purchasing through the Front Porch website.
Beans roasted within six hours of shipment.
Automatic payment options.
Customizable and available for both personal use or as corporate gifts for holidays and special events.
Mobile Wireframe Sketch
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- Front Porch Cafe Sketches for Coffee Rebrand
Gamification: OBX Treasure Hunt
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- Front Porch Cafe Branding: Package Design
The objective of the game is to use the metal detector to find treasure items that are hidden under the sand within the allotted time. Each item found within the set time limit unlocks a skill to customize a new mug that will be submitted to the cafe for a chance to have your custom design come to life.
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- Front Porch Cafe Rebrand
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- Front Porch Cafe Rebranding
To enter to win, the player must submit the highest score through Facebook and Instagram, accompanied by a screenshot of the score and the tag #obxtreasurehunt. The customized mug will be shipped to the winner and it will become the coffee mug of the month to sell at the different Front Porch Cafe locations.