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Brand Book V2 Flipbook PDF
Brand Book V2
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TLC Coffee Roasters A Design brief for redesigning this important coffee companies logo and how they present themselves to the world. This small packet will include the following: 1.) Front Cover 2.)Brand Brief 3.)Competitive Audit 4.)Logo Redesign 4.1) Wy this Logo 5.)Stationery Package 6.)Prototypes 7.)Logo Guidelines 8.)Typography Guidelines 9.)Color Guidelines 10.)Research Components 11.)Self-Evaluation 12.)Back Cover
This redesign was created by John Vincent with Vincent Designs.
all about us Our Mission Introducing TLC Coffee Roasters
Established in 1999 we serve equitably sourced, artfully created coffee that nurtures and comforts the human spirit. We are rooted strongly in the community and TLC is a coffee house and aspire to positively impact the speciality coffee roaster serving world we live in. coffee, espresso drinks including a variety of flavored lattes and classic cappuccinos, as well as offering teas, soft drinks, speciality waters, and smoothies. We offer food all day including made to order breakfast sandwiches, specialty panini, hearty soups, and gourmet salads. Our baked goods are made fresh every day- secret recipe scones, tasty muffins, flaky croissants and pastry or treat your sweet tooth to our giant cookies and biscotti. We strive to provide an atmosphere where you want to be- offering ample seating indoor and out, free wifi and friendly faces that will remember your name and order before you do! In a world where everyone and everything is rushed- take a moment and pay us a visit TLC..... there is always enough time for coffee.
All information is found on their website www.tlccoffeeroasters.com
Who Roasts The Beans Meet Ken, he has been roasting for only 10 years, but, when you taste his coffee, it is obvious that roasting is what he was meant to do. Carefully sourcing beans from small estate farms throughout the world, always seeking organic, sustainable, bird friendly growers and partnering with members of the Rain Forest Alliance, Ken takes sourcing seriously. However, it is not just the beans that are unique but also the way he roasts. Ken has been inspired to develop a variegated roasting process that accentuates both the lighter and heavier notes of each particular bean. The lighter roasts offer a winey and fruity flavor and darker roasts extract a nuttier and bolder flavor. Taste his coffee and immediately know Ken’s process curates a complexity within each sip. A long time resident of South County, he is part of the fabric of the community. Stop in for a cup of his “curated” coffee and find Ken onsite roasting beans daily.
our competition New Harvest Coffee Roasters The Coffee New Harvest was founded in 2000 by Rik Kleinfeldt and Paula Anderson with the intent of making great coffee accessible to real people. Originally located in a drafty shed on the site of the old Washburn Wire factory in Rumford, Rhode Island, New Harvest now calls Pawtucket’s revitalized Hope Artiste Village home. We honor the hard work of the many people who tended and processed our beans through careful roasting and faithfully cupping our coffee with our team.
Big Idea
We started building our Source Direct program in 2007 and travel yearly to coffee farms in South and Central America. We carefully source our coffees from partners we trust and directly from farmers. Our Source Direct program allows us to personally work with producers to ensure the best outcome for the producer, the roaster, the brewer, and all of our communities. We always pay at least 20% above the Fair Trade minimum for our direct trade coffee and often more than double for direct trade specialty microlots.
The Community New Harvest is committed to its communities. Through our Source Direct program, we are able to give back to the coffee community at origin. As a familyowned business, we are also focused on our local community. We donate to and host fundraisers throughout the year for nonprofits with a particular focus on teens, literacy, women’s health, and the arts. We also donate a portion of our SoJo MoJoe blend sales to Sojourner House RI, a leader in the fight against domestic violence.
Important Information
Notice how they have developed a mascot. This gives their company a “face” and makes them more reconizable.
All informattion is found on their website https://newharvestcoffee.com/
our competition Mills Coffee Roasters Information Mills Coffee Roasting was founded in 1860 and is one of the nation’s oldest family-owned and operated roasters. Mills Coffee is committed to providing their customers with the highest quality beans from farms that are committed to sustainable farming and processing practices. Mills was founded by Thomas Mills, who emigrated from England in 1860 and promptly opened shop as Mills Tea and Butter Co. That business thrived and Thomas decided to expand to include his new favorite beverage, coffee. Ever the perfectionist (and occasional control freak), Thomas purchased his first coffee roaster in the late 1800s / early 1900s and devoted himself to mastering his signature roast, Mills Blend. Eventually, Thomas’ son, Fredrick, and son-in-law, Gordon, purchased the business from him. In the early 1950s Fredrick’s son, Kenny, followed suit and purchased the plant with his wife, Alice. In the early 1980s, G4, Mills’ current owners, stepped up to bring Mills into a new era of coffee as art, starting with the introduction of decaf. Within a few years of taking over, Susan, affectionately known as TheQweenBean, and her brother, All information is found on their website https://millscoffeeroasting. wordpress.com/
David, expanded their offerings beyond Mills Blend to include a variety of fantastic single origins, exceptional decafs, powerful dark roasts, and exotic blends and flavors. Susan took over the financial and creative dimensions of the company while David mastered the art of roasting and efficient plant design. Within a few years of assuming leadership, they tripled their volume and designed a new roasting plant that actually increased production while improving the quality of their roasts. In addition to internal improvements, Susan and David went on an aggressive campaign to educate customers on the best brewing techniques and sophisticated coffee drinks. Today, G5 is learning the ropes.
our competition Dunkin Donuts About With more than 21,000 points of distribution in more than 60 countries, Dunkin’ Brands is one of the world’s leading franchisors of quick service restaurants (QSRs) serving hot and cold coffee and baked goods, as well as hard serve ice cream. Dunkin’ Brands is the parent company of two of the world’s most recognized and beloved brands: Dunkin’, America’s favorite allday, everyday stop for coffee and baked goods, and Baskin-Robbins, the world’s largest chain of ice cream specialty shops. Dunkin’, founded in Quincy, Massachusetts in 1950, is famous for its combination of high-quality coffees, espresso beverages, baked goods and breakfast sandwiches served all day with fast, friendly service. Baskin-Robbins, founded in Glendale, California in 1945, is iconic for its variety of “31 flavors” of ice cream, along with the brand’s creative ice cream cakes, milkshakes and ice cream sundaes. Dunkin’ Brands’ 100 percent franchised business model currently includes more than 12,900 Dunkin’ restaurants and more than 8,000 BaskinRobbins restaurants. All information was found on https://www.dunkindonuts.com/ en
Dunkin’ Brands believes being a good corporate citizen is good business. We set corporate social responsibility (CSR) goals to make continuous progress in the areas of sustainable sourcing, packaging, energy efficiency, waste reduction, nutrition, Diversity & Inclusion and other material issues. Additionally, on an annual basis, our franchisees around the world volunteer their time and donate product and funds to countless non-profit groups. Most notably through the Joy In Childhood (JiCF) Foundation, Dunkin’ and BaskinRobbins franchisees provide joy to kids when they most need it.
Their Goal Everything we do is about you. From chefs who create exciting new flavors, to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.
Company Snapshop Dunkin’ is the world’s leading baked goods and coffee chain, serving more than 3 million customers each and every day. True to our name, we offer 50+ varieties of donuts, but you can also enjoy dozens of premium beverages, bagels, breakfast sandwiches and other baked goods
Founded
In 1950, Bill Rosenberg opened the first Dunkin’ shop in Quincy, MA. Just five years later, a franchise legacy was born.
logo redesign Before
After
coffee roasters
why this logo The logo is kept to still resemble the old logo so customers still feel familiar with it and not pushed away, and the splash of color will bring more life into the logo.
The TLC is hidden in the cup, making customers who find it feel like they found a secret.
coffee roasters
The entire logo is made out of quater and half circles and straight lines, we plan on making this the system that is shown more and more as the company grows.
The logo is able to go with a varying amount of colors or even be able to go with out color in either black lines or white lines.
stationary packages Sticker on Coffee Bags
Buisness Card Front Logo on sticker should be able to change depending on season, this will make each one feel more personalized.
TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE AND CARE TENDER LOVE
X
Tender X Love Care Coffee Roasters X
Buisness Card Back
Exta spot should be made and ALWAYS checked off to enphisize the TLC.
TLC Coffee Roasters tlccoffeeroasters.com +1-401-284-0501 3362 Kingstown Rd, West Kingston, RI 02892
Grounded
Should include social media in order to try and gain more of a following.
Whole
X
If stickers are premade and printed the font for different coffee the font used to show which kind it is should always be a hand written font.
Made With Love
prototypes
logo guide lines There are two different types of logo, one with a boarder and one with out it. The boardered logo goes onto products that do not have a set boarder, while the boarderless one goes with places that have a set boarder.
coffee roasters
coffee roasters
The logo can work with different colors, or no color at all. Which colors can be dependant on what colors the logo is placed on. If the packache is colorful then the logo should be colorless in order to bring more attention to it, while if the package is void of color then the logo should be colorful.
The logo shouldn’t be around any sharp angles but only complimented with smooth round shapes.
typography guide lines The font that should mainly be used is the font that was used through out this packet.
TLC Coffee Roaster
Bold
Brown.
TLC Coffee Roaster
Regular
TLC Coffee Roaster
Light
TLC Coffee Roaster
Thin
TLC Coffee Roaster
MV Boli
Any big letters that demand attention of course should be bold but then followed up by light. This should be the only main font that goes on everything, the only other font should be a hand written font. I suggest MV Boli which is shown on the Coffe Bag Sticker.
color guide lines Colors can be a variety of colors, this logo was meant to be flexable where the color can be any colors or only one. Triad
Color Examples #457199
#EB3229
#7EB4E6
Triad
#664599
#EBA144
#449E58
Shades
#3F9AA6
#275F66
#57D5E6
When choosing colors it should either be shades of a single color or three Triad colors. I suggest using adobe color selector to help choose colors. https://color.adobe.com/create/ color-wheel
research components
My research mostly consists of looking alot at their website. Since I couldn’t visit in person and wasn’t able to call their website was the main source of information I could obtain. I thouroughly looked through the pictures to understand the feel of how they want to come across. Their website in how it is structured is also a major factor in how they want to come across. Having the header not stuck at the top but the bottom makes me believe they wish to come across unique, how ever this is their flaw as it being stuck at the bottom makes only makes the website feel uncomfortable and a little annoying to use. Another part of my research was deep diving into other companies that they are competing with to understand what they are going against and to become better then them. A lot of companies that are small local tend to go with that old rustic feeling, I decided to go the opposite and go a bit more modern with TLC’s logo in order to try and make them different then the rest. Another part of my research was looking at coffee company logos, seeing what is mostly used so I can try and find what isn’t used often and may stick out.
Another big factor was researching logo systems, one of the big factos that I tried to recreate was the Whitney Museum. I liked how they were able to create their whole identity over a line with sharp edged, so I wanted to go with something different, something more soothing, lines with soft curved lines.
self eval
When talkling about this project I feel a single word really coming to mind... Rushed. I feel like I didn’t get enough time with it, I didn’t get intiment with the client everything I read was online and never face to face or even over a phone call. Other work kept me to busy to even make a phone call as it is my day that is busy with classes, and they close before evening rolls around. I feel like this concept could be pushed more, I feel like this is only 3/4th there and I do not have the time to fully finish and give it the extra push it needs. The concept is good, the idea is strong, but the execution isn’t flushed through. Grading wise for the logo I would give myself a B. Grading wise for the aplication of mock ups I would give myself an A. Grading wise for the effort I put in I would give myself a B. Overall I would give myself a B.
ank You.
u for going through and reading et, I hope this explains everything ghly and will continue to help in the