Trailblaze Coffee
Trailblaze Coffee is a local business that is considered home to creatives and other freelancers in the local area who prefer their coffee to be sourced from those practice ethical coffee farming practices.
Services
Brand Design
Logo Design
Package Mockup
Social Media Design
Problem & Solution
Problem: Trailblaze coffee had no visual identity, but they had small group of customers and a location.
Solution: Trailblaze needs a brand identity along with a logo, color scheme and typography to set themselves apart from other coffee shops and communicate that they encourage ethical coffee harvesting practice through their products.
Market Research
Target Audience: Trailblaze's target demographic are remote creatives and developers in the suburban and urban area who value working remotely, enjoy premium coffee, and are active on both Instagram and LinkedIn.
Compeitors: Trailblaze has some competition: Blue Bottle, Intelligentsia Coffee, and Counter Culture Coffee.
Visual Direction: Despite average local coffee shops having rustic brand theme, I believe that this particular brand was best to have a Modern and Sustainable brand to appeal to their target audience.
Logo Concepts
I drew a dozen logo concept designs, each one kept leading me toward a coffee cup. But I tinkered with what would be on the cup or above the cup. I decided to use the capital letter "T", but I needed some illustration on the cup either a compass needle to represent a direction or a road to represent a trail. I tried using the road on the coffee cup but it didn't look like a good fit but the compass needle was.
.jpg)
Logo Design
When I thought of Trailblaze I thought immediately of walking a trail which made me think of going in certain in direction which made me think of a compass needle.
The client didn't want to have a coffee bean as a logo, they believed it would be too "cliche". We both agreed that it should have some icon that symbolizes it sells coffee, When I was brainstorming my mind kept going to paper coffee cup.
Also wanted to incorporate the letter "T" into the logo but there was no room but I remebered people like hot coffee so I decided to make the smoke from the coffee in the shape of a "T" while still looking like smoke.
While separating yourself from competition is important, I decided to have the logo have one similarity to some top notch brands, which has have the logo inside a circle, the reason because the use of the circle encompasses trust and openness which is a trait every coffee shop should communicate.
Color Scheme
I decided to go with two colors for the brand that best communicates their beliefs and core values.
Orange: Trailblaze believes that coffee can inspire creativity and get people energized to achieve success. Based on that description I chose orange because the color encompasses: Motivation, Success, and Creativity.
Green: Trailblaze also encourages ethical coffee harvesting practices. Based on that description I chose green because the color encompasses: Freshness and Quality.
Dark Green
HEX: 3D860C
RGB: 61, 134, 12
CMYK: 78, 24, 100, 11
Pumpkin Orange
HEX: F49D3D
RGB: 244, 157, 61
CMYK: 2, 44, 86, 0
Typography
The brand seeks to have a more modern look in order to appeal to their target market. I decided that the type should be sans-serif instead of serif. For the headings and subheadings I found that "Acumin Variable Concept" in bold because it stands out more in every background. For paragraphs and large body texts I went with "Bahnschrift" because the text is a sans-serif and when shrunk it is still readable.
Package Design
One way I decided to make Trailblaze different from other coffee shops by encouraging Trailblaze to prove that they source their coffee ethically. I suggested that they have a picture of the farm and location of where the coffee came from and a description of the location and its background.
Post Design
One way I decided to make Trailblaze different from other coffee shops by encouraging Trailblaze to prove that they source their coffee ethically. I suggested that they have a picture of the farm and location of where the coffee came from and a description of the location and its background.
Results / Deliverables
Brand Identity: A brand visual identity that communicates what their brand is, what they strive to be, and what their core values are.
Package Design: A shipping box that matches their brand, tells the customer it is supposed to be enjoyed at home, and communicates where the coffee in the box was sourced from.
Social Media Post Design: A post template for Trailblaze to use to maintain consistency and communicates new promotions and updates while following their brand.
Mockups
Part of presentation were mockup designs here some additional mockups that you haven't seen yet.
