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Aroma Joes
An Identity Guide
Brand Brief Core Purpose
Creating a new standard with the coffee and Espresso, beverage infusions and energy drinks.
Competative Audit Big Idea
Take over the world of coffee with a smile.
Value Proposition
Focuses on the highest service, as well as the freshest ingedients. “No intercoms, no mistakes, no attitude.
DUNKIN’
McDonald’s/ McCafé
to be the leading provider of the wide range delicious beverages & baked product around the kingdom in a convenient, relaxed, friendly environment that insures the highest level of quality product and best value for money.
to be our customers’ favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion.
Mission Statement
Core Values
honesty, transparency, humility and integrity.
Personality Attributes Welcoming, Fast, Quality, Friendly, Smile, Pride.
Aroma Joes
Serve, Inclusion, Integrity, Community, Family.
statement%20is%20%E2%80%9Cto,on%20the%20quality%20that%20Dunkin
https://corporate.mcdonalds.com/corpmcd/about-us/our-values.html
DUTCH BROS
Starbucks Coffee
We are a fun-Loving, mind blowing company, that makes a massive difference one cup at a time.
Creating a culture of warmth and belonging, where everyone is welcome.Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable.
Values
Brand is all about high quality with high convienence.
Core Values All ages are welcomed. Targeted towards those who are on the go in the morning. Appeal to the average worker.
Businness Services
Aroma Joe’s coffee veriety, breakfast foods, energy drinks, appearal.
Core Values
https://mission-statement.com/dunkin-donuts/#:~:text=Dunkin’s%20mission%20
Mission Statement
Audience
Mission Statement
Key Competitors Starbucks, Dunkin’s Cumberland Farms,Brewbakers, Local Coffee shops
speed, quality and service
https://www.dailyrepublic.com/projects/readers-choice-2020/best-coffee-2020dutch-bros-coffee/#:~:text=They%20both%20make%20Dutch%20Bros,speed%2C%20 quality%20and%20service.%E2%80%9D
Mission Statement
Core Values
warmth, belonging, present, dignity, respect. https://www.starbucks.com/careers/working-at-starbucks/culture-and-values
Logo Redesign
Aroma Joes
It's time to grow up.
see the bigger picture.
Annotated Logo
Stationary Package
Our signature aroma symbol was the strongest point in our previous design. We wanted to expand on the use of it. Instead of it being an apostrophe, it is more intergrated into the design thanh before.
Raymond Mills
Assistant Store Manager
Aroma Joes
Aroma
C O F F E E
The previous logo was symplistic wordmark. We wanted to convey more of a message with the addition of symbols. This time around we are coming forth with a combination mark. Quick to read, and easy to establish it is a coffee shop. The to-go cup represents our business model. Hot fresh coffee, on the go.
The main goal was to keep the playfulness of the original wordmark, but to update the font and maturity. the previous font was too fluid, and for a business maturing, I felt the font should represent as more bold.
Aroma Joes
The bean was a symbol we incorperated within our products, but more a filler. Today we are bringing forth the bean to represent our ompany, and to show that, at the end of the day we dedicate our practice to making the best and fastest cup of coffee around.
Raymond Mills
Joes
To the reader:
Let’s Fuel Your World.
26 Lorraines Lane Barrington, NH United States, 03869 Raymond.Mills@AromaJoes.com
www.AromaJoes.com RayMills@Aromajoes.com 1323 NH-28 Hooksett, NH 03106
223 Main Street Keene , NH
Dear reader,
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Sincerely,
Raymond Mills Designer of Aroma Joes
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Prototypes
Aroma Joes C O F F E E
Aroma Joes
AROMA’s RUSH Calories : 300
Signage
Swag
social media
10 USD
Flavor Shot Strawberry, Mango..
Order Now
Typography Guidelines
Logo Guidelines
Aroma , Joes
Acceptable uses
Our Logo is a custom designed font called DK Magical Brush. It is always in the signature Endeavor blue. Logo may be in greyscale, never red.
Century Gothic
Headers or strong points.
Aroma Joes
Century Gothic Bold A B C D E F G H I J K L M NOPQRSTUVXYZ
Aroma Joes
Unacceptable uses
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Aroma Century Gothic Pro
Use for body.
Century Gothic Pro Regular A B C D E F G H I J K L M NOPQRSTUVXYZ 1234567890
Joes
Aroma Joes
Aroma Joes
Color guidelines
Endeavour #28387f R0 G 113 B 188
Logo Progression
Shady Lady #9a999a R0 G 113 B 188
Aroma Joes
Flame Red #80272b R0 G 113 B 188
Aroma Joes Aroma Joes Cool Blue # Blue R0 G 113 B 188
Payne’s Grey #474748 R0 G 113 B 188
Sunset #c14447 R 193 G 68 B 71
AJ ’s
Aroma Joes
AJ ’s
JOE’S AROMA CO FFEE
Aroma Joes
Aroma Joes C O F F E E
Aroma
C O F F E E
Joes
Self-Evaluation I initially had several ideas I wanted to do when it came to this project. Of the three choices, Aroma joes was the only one that fell into the food shelter category. The others were more popular clothing brands that were relatively in the current spotlight of fashion. After review, i decided the brands themselves were too fully developed and weren’t in need of a redesign, this is where i fell upon Aroma Joe’s. Aroma Joe’s is an up and coming chain that is expanding from the north east. It is currently branding down the east coast, and i felt as a company expands from a small portion of the country to a larger part, a rebrand would be perfect time during that journey. What I felt was challenging with this brand, was the symbols they were currently pushing, were very limited to its meaning and where they used it. I never asked myself what their signature “s” was actually just an apostrophe. That left me facing either: replace the apostrophe and lose the symbol, or use it in a new way. I wanted to take the boring typeface logo, and expand it to more of a symbol. The brand itself is building, so build the logo to be a bigger and bolder mark. By the time I wrote this, I have scrapped 2 “Final Logos”, and went back to figuring out a solid idea to be able to advance and becomfortable with what I did. As of right now, I think I made a good choice, and I am glad I was stuck on the logo for so long. What this company lacks is a stronger mark, and I brought what I thought was a good idea. As the company expand and mature, so should the mark. As I stated before in the last question, I struggled most with being able to expand on this logo without taking away crucial symbols, and without just using just a font as the majority of the design. I felt as if I took too much, it would be too basic, or if I took too little, it wouldn’t be too much of a change. This lead me to being very crucial in the final logo, and I fell behind every time I went back. I failed to fall in love with a solid design. I felt like I wouldn’t be able to advance any further, because I would just backtrack even further. I was at the point where I didn’t even want to open up my programs to even advance to the brand book because I know I didn’t have the face of the company down yet. I was finally able to overcome this block by staying up in the late hours of the night to just reach out and tap into any ideas I could find.