Catfé - Logo & Identity Design
A Whisker-Lickin' Design Journey
Project Overview
Catfé, a cozy, unique café where customers can enjoy a delicious coffee while interacting with adoptable cats, approached me with the exciting task of creating a captivating brand identity. They envisioned a playful yet sophisticated look that would resonate with cat lovers and coffee enthusiasts alike.
Objectives:
• Developed a memorable and appealing logo that encapsulates the essence of Catfé.
• Designed a cohesive menu board that enhances the in-café experience.
• Created merchandise that promotes the brand and provides additional revenue streams.
• Launched an adoption campaign to find homes for the cats housed at Catfé.
• Developed a memorable and appealing logo that encapsulates the essence of Catfé.
• Designed a cohesive menu board that enhances the in-café experience.
• Created merchandise that promotes the brand and provides additional revenue streams.
• Launched an adoption campaign to find homes for the cats housed at Catfé.
Logo Design Process
Objective: The goal for the logo was to incorporate the visuals of coffee and cats and merge the two together for a cohesive and fun design.
Inspiration: The idea for the logo was inspired by the intricate and beautiful world of latte art. Latte art, with its delicate swirls and designs, embodies the skill and creativity that goes into making a perfect cup of coffee. This artistic process sparked the concept of combining the elegance of latte art with the playful and affectionate nature of cats.
Conceptualization: The inspiration from latte art led me to envision a logo featuring a top-down view of a latte cup. This perspective naturally showcases the foam art that baristas meticulously create. I decided to integrate a minimalist cat design within the latte art, using the cat's shape to form the letter "C" for "Catfé."
Typography:
• For the word "Catfé," I chose the Elfa Brush font. This font’s brushstroke quality complemented the latte art theme, adding a touch of handcrafted charm.
• For "Tea & Coffee," the Tomboy LP Bold font was selected. Its bold and clean appearance provided a clear and professional contrast to the playful "Catfé" font.
• For the word "Catfé," I chose the Elfa Brush font. This font’s brushstroke quality complemented the latte art theme, adding a touch of handcrafted charm.
• For "Tea & Coffee," the Tomboy LP Bold font was selected. Its bold and clean appearance provided a clear and professional contrast to the playful "Catfé" font.
Color Palette: The colors were inspired by the natural hues of coffee. A warm brown represented the espresso in the latte, while the cat and font were designed in a contrasting color such as a bright white to represent the latte foam and to ensure it stood out.
Menu Board Design Process
Conceptualization: I opted for a chalkboard-style background to evoke a cozy café ambiance. Sections for drinks, snacks, and desserts were outlined, ensuring a clear and organized layout. A paw print design was incorporated to tie in the cat theme of the café.
Typography: To keep the branding consistent throughout, I used the same fonts from the logo design. I used Elfa Brush font for the titles of sections of the menu, such as "Hot" and "Cold" and used the Tomboy LP Bold font for the items and prices on the menu.
Color Palette: The same brown from the logo was used for the titles and illustrations while white was used for the items lists to ensure readability, and to create a hierarchy. A dark chalkboard-textured background was used to invoke the look of a retro chalkboard menu.
Merchandise Design Process
Product Selection and Conceptualization: The idea behind the merchandise items was to create branding items for purchase by customers who are a fan of the café, and to include some essential branded items in an adoption kit when a customer adopts one of the café's adoptable cats.
Items: T-shirts, mugs, and tote bags featuring the Catfé logo and a "Purrfect Match" adoption campaign slogan. Proceeds go towards cat care and support the adoption efforts.
Outcome: The merchandise was a hit among customers, providing additional revenue and promoting the Catfé brand outside the café. Limited edition designs created a sense of exclusivity and urgency, boosting sales.
Campaign Design Process
Brand Storytelling:
Tagline: "Find Your Purrfect Match at Catfé"
Story: Share heartwarming stories of each cat available for adoption on social media, the Catfé website, and in the café itself. Highlight their personalities, likes, dislikes, and unique quirks to create emotional connections with potential adopters.
Tagline: "Find Your Purrfect Match at Catfé"
Story: Share heartwarming stories of each cat available for adoption on social media, the Catfé website, and in the café itself. Highlight their personalities, likes, dislikes, and unique quirks to create emotional connections with potential adopters.
Visual Identity:
Fonts: I used Lazydog and Open Sans for this campaign to create a friendly and playful feel for the social media posts and website pages to capture a broad audience to encourage as many cat adoptions as possible.
Color Scheme: Used friendly, inviting colors like soft blues and oranges to evoke feelings of warmth and affection.
Social Media Campaign:
• Daily Cat Features: Post daily updates featuring different cats available for adoption. Include photos, videos, and stories about their personalities and backgrounds.
• Success Stories: Share success stories of cats that have already been adopted from Catfé, highlighting the positive impact on both the cats and their new owners.
• Interactive Content: Encourage followers to share their own cat adoption stories, tag friends who might be interested, and participate in polls or Q&A sessions about cat care and adoption.
Outcome: The "Purrfect Match" campaign significantly increased cat adoption rates. The emotional storytelling and engaging events created strong bonds between customers and the cats, leading to many successful adoptions. The campaign also strengthened community ties and increased foot traffic to the café.
Color Scheme: Used friendly, inviting colors like soft blues and oranges to evoke feelings of warmth and affection.
Social Media Campaign:
• Daily Cat Features: Post daily updates featuring different cats available for adoption. Include photos, videos, and stories about their personalities and backgrounds.
• Success Stories: Share success stories of cats that have already been adopted from Catfé, highlighting the positive impact on both the cats and their new owners.
• Interactive Content: Encourage followers to share their own cat adoption stories, tag friends who might be interested, and participate in polls or Q&A sessions about cat care and adoption.
Outcome: The "Purrfect Match" campaign significantly increased cat adoption rates. The emotional storytelling and engaging events created strong bonds between customers and the cats, leading to many successful adoptions. The campaign also strengthened community ties and increased foot traffic to the café.
Overall Outcome
Brand Identity and Customer Engagement:
• Successful Branding: The cohesive visual identity, from the logo to the merchandise, reinforced Catfé’s brand, making it memorable and appealing.
• Enhanced Customer Experience: The well-designed menu board and engaging adoption events created a welcoming and enjoyable atmosphere, encouraging repeat visits.
• Increased Adoptions: The "Purrfect Match" campaign not only found homes for many cats but also raised awareness about cat adoption, fostering a compassionate community spirit.
• Successful Branding: The cohesive visual identity, from the logo to the merchandise, reinforced Catfé’s brand, making it memorable and appealing.
• Enhanced Customer Experience: The well-designed menu board and engaging adoption events created a welcoming and enjoyable atmosphere, encouraging repeat visits.
• Increased Adoptions: The "Purrfect Match" campaign not only found homes for many cats but also raised awareness about cat adoption, fostering a compassionate community spirit.
Business Impact:
• Revenue Growth: Merchandise sales and increased café visits boosted revenue.
• Brand Loyalty: The strong, consistent branding and community engagement efforts built a loyal customer base.
• Positive Publicity: The successful adoption campaign garnered media attention, further promoting Catfé.
• Revenue Growth: Merchandise sales and increased café visits boosted revenue.
• Brand Loyalty: The strong, consistent branding and community engagement efforts built a loyal customer base.
• Positive Publicity: The successful adoption campaign garnered media attention, further promoting Catfé.
Conclusion
The comprehensive design and campaign project for Catfé not only met but exceeded the client's objectives, creating a beloved brand and a thriving community hub. The innovative logo, engaging menu board, attractive merchandise, and impactful adoption campaign all contributed to Catfé's success, making it a standout example of effective brand development and social responsibility.