Brand and visual identity
Whole Bean Coffee
Whole Bean Coffee
Whole Bean Coffee
COMPANY
COMPANY
Whole Bean
Whole Bean
Whole Bean
ROLE
ROLE
Brand Designer
Brand Designer
Brand Designer
YEAR
YEAR
2024
2024
2024
Brand & Visual Identity
Brand & Visual Identity
Brand & Visual Identity
Karla Kahvi, a passionate entrepreneur with a love for community and coffee culture, is preparing to open her first coffee house in a lively, well-trafficked neighborhood. With a background in business and a vision for creating a warm, inclusive space, she aims to blend high-quality brews with local art and conversation.
Karla Kahvi, a passionate entrepreneur with a love for community and coffee culture, is preparing to open her first coffee house in a lively, well-trafficked neighborhood. With a background in business and a vision for creating a warm, inclusive space, she aims to blend high-quality brews with local art and conversation.
Karla Kahvi, a passionate entrepreneur with a love for community and coffee culture, is preparing to open her first coffee house in a lively, well-trafficked neighborhood. With a background in business and a vision for creating a warm, inclusive space, she aims to blend high-quality brews with local art and conversation.
Project Overview
Project Overview
Project Overview
With funding secured and a prime location ready, Karla brought me on board to develop a compelling brand and visual identity that would capture the spirit of her new venture and help it stand out in a competitive market.
With funding secured and a prime location ready, Karla brought me on board to develop a compelling brand and visual identity that would capture the spirit of her new venture and help it stand out in a competitive market.
Design Process
Design Process
My responsibilities
My responsibilities
My responsibilities
As the lead brand designer, I created a cohesive visual system that included the following key deliverables:
Color scheme
Typescale
Collection of brand images
Logo
An icon pair
A social media header
Brand style guide
As the lead brand designer, I created a cohesive visual system that included the following key deliverables:
Color scheme
Typescale
Collection of brand images
Logo
An icon pair
A social media header
Brand style guide
As the lead brand designer, I created a cohesive visual system that included the following key deliverables:
Color scheme
Typescale
Collection of brand images
Logo
An icon pair
A social media header
Brand style guide
Problem Statement:
Problem Statement:
Problem Statement:
"How might we make a cohesive and successful brand for a neighborhood coffee shop?"
"How might we make a cohesive and successful brand for a neighborhood coffee shop?"
"How might we make a cohesive and successful brand for a neighborhood coffee shop?"
Discovery & Research
Discovery & Research
Discovery & Research
Uncovering the Brand's Personality
Uncovering the Brand's Personality
Uncovering the Brand's Personality
To build a brand that truly connects, I began by identifying its core traits—the things that shape how it looks, sounds, and makes people feel.
To build a brand that truly connects, I began by identifying its core traits—the things that shape how it looks, sounds, and makes people feel.
To build a brand that truly connects, I began by identifying its core traits—the things that shape how it looks, sounds, and makes people feel.
Stakeholder Insights
Stakeholder Insights
These inputs helped me lay the emotional foundation for the brand.
These inputs helped me lay the emotional foundation for the brand.
These inputs helped me lay the emotional foundation for the brand.
"Whole Bean Coffee needs to radiate excitement and cheer—not in a loud or overwhelming way, but with a positive, creative, and spirited energy."
"Whole Bean Coffee needs to radiate excitement and cheer—not in a loud or overwhelming way, but with a positive, creative, and spirited energy."
"Whole Bean Coffee needs to radiate excitement and cheer—not in a loud or overwhelming way, but with a positive, creative, and spirited energy."
I envisioned a brand that felt like that first sip of coffee in the morning: uplifting, energizing, and full of personality.
I envisioned a brand that felt like that first sip of coffee in the morning: uplifting, energizing, and full of personality.
I envisioned a brand that felt like that first sip of coffee in the morning: uplifting, energizing, and full of personality.
I defined excitement as the core trait, supported by a sense of connection—because coffee shops are also where people meet, create, and unwind.
I defined excitement as the core trait, supported by a sense of connection—because coffee shops are also where people meet, create, and unwind.
I defined excitement as the core trait, supported by a sense of connection—because coffee shops are also where people meet, create, and unwind.
Defining Brand Strategy
Defining Brand Strategy
Defining Brand Strategy
Primary Audiences
Primary Audiences
Primary Audiences
Target Audiences
Target Audiences
Target Audiences
Whole Bean Coffee is designed to be a warm, upbeat, and welcoming neighborhood spot—serving both the early-morning regulars and the casual hangout crowd. Located near a small university, it attracts a blend of young adults, students, professionals, and locals.
Whole Bean Coffee is designed to be a warm, upbeat, and welcoming neighborhood spot—serving both the early-morning regulars and the casual hangout crowd. Located near a small university, it attracts a blend of young adults, students, professionals, and locals.
Whole Bean Coffee is designed to be a warm, upbeat, and welcoming neighborhood spot—serving both the early-morning regulars and the casual hangout crowd. Located near a small university, it attracts a blend of young adults, students, professionals, and locals.
Target Audience Profiles
Target Audience Profiles
Target Audience Profiles
To design a brand that felt personal, relevant, and inviting, I developed two primary audience personas. These profiles helped guide everything from tone of voice to visual direction—ensuring the brand resonated with real-world users.
To design a brand that felt personal, relevant, and inviting, I developed two primary audience personas. These profiles helped guide everything from tone of voice to visual direction—ensuring the brand resonated with real-world users.
To design a brand that felt personal, relevant, and inviting, I developed two primary audience personas. These profiles helped guide everything from tone of voice to visual direction —ensuring the brand resonated with real-world users.
Audience Profile Insights
Audience Profile Insights
Audience Profile Insights
Both user profiles revealed a shared need for a welcoming, intentional space that supports connection, productivity, and ethical values. These insights shaped Whole Bean’s brand as one that offers comfort, purpose, and community—all while meeting everyday needs like WiFi, healthy options, and a calm atmosphere.
Both user profiles revealed a shared need for a welcoming, intentional space that supports connection, productivity, and ethical values. These insights shaped Whole Bean’s brand as one that offers comfort, purpose, and community—all while meeting everyday needs like WiFi, healthy options, and a calm atmosphere.
Both user profiles revealed a shared need for a welcoming, intentional space that supports connection, productivity, and ethical values. These insights shaped Whole Bean’s brand as one that offers comfort, purpose, and community—all while meeting everyday needs like WiFi, healthy options, and a calm atmosphere.
Developing a Mission Statement:
Developing a Mission Statement:
Developing a Mission Statement
The mission of Whole Bean Coffee guided every brand decision—from the vibe of the logo to the layout of the space. This statement captures our core promise to customers and the community.
The mission of Whole Bean Coffee guided every brand decision—from the vibe of the logo to the layout of the space. This statement captures our core promise to customers and the community.
The mission of Whole Bean Coffee guided every brand decision—from the vibe of the logo to the layout of the space. This statement captures our core promise to customers and the community.
Mission Statement:
“To brew and serve delicious, sustainable, fair trade coffee and tea, paired with tasty bites, in a chic, open space where guests can relax, work, and socialize in comfort.”
Mission Statement:
“To brew and serve delicious, sustainable, fair trade coffee and tea, paired with tasty bites, in a chic, open space where guests can relax, work, and socialize in comfort.”
Mission Statement:
“To brew and serve delicious, sustainable, fair trade coffee and tea, paired with tasty bites, in a chic, open space where guests can relax, work, and socialize in comfort.”
Creative Brief Summary
Creative Brief Summary
Creative Brief Summary
With the mission and personality of Whole Bean Coffee clearly defined, I created a detailed creative brief to guide the branding process and keep the project focused on the client’s goals, audience, and values.
With the mission and personality of Whole Bean Coffee clearly defined, I created a detailed creative brief to guide the branding process and keep the project focused on the client’s goals, audience, and values.
With the mission and personality of Whole Bean Coffee clearly defined, I created a detailed creative brief to guide the branding process and keep the project focused on the client’s goals, audience, and values.
Creative Brief
Creative Brief
Visual Identity
Visual Identity
Visual Identity
Color & Typography: Setting the Tone
Color & Typography: Setting the Tone
Color & Typography: Setting the Tone
To support Whole Bean Coffee’s spirited personality, I focused on creating a visual language that felt warm, energetic, and modern. I wanted the brand to feel like a space where people could start their day on a high note—or settle in for a cozy, creative moment.
To support Whole Bean Coffee’s spirited personality, I focused on creating a visual language that felt warm, energetic, and modern. I wanted the brand to feel like a space where people could start their day on a high note—or settle in for a cozy, creative moment.
To support Whole Bean Coffee’s spirited personality, I focused on creating a visual language that felt warm, energetic, and modern. I wanted the brand to feel like a space where people could start their day on a high note—or settle in for a cozy, creative moment.
Typography
Typography
Typography
I chose two typefaces that capture Whole Bean Coffee’s welcoming, modern personality: Avocado Diet for standout display moments, and Figtree for clean, approachable body text. Together, they strike a balance between playful energy and clear communication.
Avocado Diet is a licensed typeface. With the client’s approval, the font was purchased for use in the brand identity, as it captured the exact tone we were aiming for. The owner agreed to cover the additional licensing cost.
I chose two typefaces that capture Whole Bean Coffee’s welcoming, modern personality: Avocado Diet for standout display moments, and Figtree for clean, approachable body text. Together, they strike a balance between playful energy and clear communication.
Avocado Diet is a licensed typeface. With the client’s approval, the font was purchased for use in the brand identity, as it captured the exact tone we were aiming for. The owner agreed to cover the additional licensing cost.
I chose two typefaces that capture Whole Bean Coffee’s welcoming, modern personality: Avocado Diet for standout display moments, and Figtree for clean, approachable body text. Together, they strike a balance between playful energy and clear communication.
Avocado Diet is a licensed typeface. With the client’s approval, the font was purchased for use in the brand identity, as it captured the exact tone we were aiming for. The owner agreed to cover the additional licensing cost.
Together, these typefaces strike a balance between friendly and professional, helping the brand feel both personal and polished.
Together, these typefaces strike a balance between friendly and professional, helping the brand feel both personal and polished.
Together, these typefaces strike a balance between friendly and professional, helping the brand feel both personal and polished.
Color Palette
Color Palette
Color Palette
The color palette builds on warm hues to create an inviting, energetic tone:
Mustard Yellow and Marigold suggest warmth, sunshine, and that first burst of morning energy.
Sun Dried Tomato grounds the design and ties into the core coffee theme.
The burgundy accents of Sun Dried Tomato add richness and complement the brand’s upbeat personality.
This palette was designed to work across digital and physical applications, from signage and social graphics to mugs, stickers, and coasters.
The color palette builds on warm hues to create an inviting, energetic tone:
Mustard Yellow and Marigold suggest warmth, sunshine, and that first burst of morning energy.
Sun Dried Tomato grounds the design and ties into the core coffee theme.
The burgundy accents of Sun Dried Tomato add richness and complement the brand’s upbeat personality.
This palette was designed to work across digital and physical applications, from signage and social graphics to mugs, stickers, and coasters.
The color palette builds on warm hues to create an inviting, energetic tone:
Mustard Yellow and Marigold suggest warmth, sunshine, and that first burst of morning energy.
Sun Dried Tomato grounds the design and ties into the core coffee theme.
The burgundy accents of Sun Dried Tomato add richness and complement the brand’s upbeat personality.
This palette was designed to work across digital and physical applications, from signage and social graphics to mugs, stickers, and coasters.
Logo Exploration & Character Refinement
Logo Exploration & Character Refinement
Logo Exploration & Character Refinement
The goal was to design a logo that captured Whole Bean Coffee’s upbeat, friendly personality while standing out in a competitive market. I explored character-driven concepts that reflected the brand’s vibrant energy and community vibe.
The goal was to design a logo that captured Whole Bean Coffee’s upbeat, friendly personality while standing out in a competitive market. I explored character-driven concepts that reflected the brand’s vibrant energy and community vibe.
The goal was to design a logo that captured Whole Bean Coffee’s upbeat, friendly personality while standing out in a competitive market. I explored character-driven concepts that reflected the brand’s vibrant energy and community vibe.
Logo Exploration
Logo Exploration
Logo Exploration
I began with hand-drawn sketches to explore a range of visual directions—from a playful bean mascot to more abstract marks incorporating coffee cups and swirling steam. These rough ideas helped me capture the brand’s upbeat, community-driven personality.
I began with hand-drawn sketches to explore a range of visual directions—from a playful bean mascot to more abstract marks incorporating coffee cups and swirling steam. These rough ideas helped me capture the brand’s upbeat, community-driven personality.
I began with hand-drawn sketches to explore a range of visual directions—from a playful bean mascot to more abstract marks incorporating coffee cups and swirling steam. These rough ideas helped me capture the brand’s upbeat, community-driven personality.
Early Concepts Included:
Simplified coffee cups with steam or bean forms to explore more abstract/modern directions.
A dancing coffee bean character wearing sunglasses (energetic, cool, and fun).
Variations with hats, body language, and movement to give the bean life and attitude.
Early Concepts Included:
Simplified coffee cups with steam or bean forms to explore more abstract/modern directions.
A dancing coffee bean character wearing sunglasses (energetic, cool, and fun).
Variations with hats, body language, and movement to give the bean life and attitude.
Early Concepts Included:
Simplified coffee cups with steam or bean forms to explore more abstract/modern directions.
A dancing coffee bean character wearing sunglasses (energetic, cool, and fun).
Variations with hats, body language, and movement to give the bean life and attitude.
What I Explored:
Iconic mascots that could convey movement and friendliness.
Type of personality that felt modern but not childish.
Simple symbols that could scale easily across mugs, stickers, and signage.
What I learned:
The character-driven bean felt most in line with the brand’s spirit.
Movement lines, expressive limbs, and accessories added just enough personality.
Abstract marks felt too cold or generic for the neighborhood-friendly vibe.
What I Explored:
Iconic mascots that could convey movement and friendliness.
Type of personality that felt modern but not childish.
Simple symbols that could scale easily across mugs, stickers, and signage.
What I Explored:
Iconic mascots that could convey movement and friendliness.
Type of personality that felt modern but not childish.
Simple symbols that could scale easily across mugs, stickers, and signage.
Refinement Goals:
Keep the energy and friendliness of the original sketch
Create a design that’s versatile across digital, print, and merchandise
Balance playfulness with professional polish
Make sure the logo works both with and without text
What I Learned:
The character-driven bean felt most in line with the brand’s spirit.
Movement lines, expressive limbs, and accessories added just enough personality.
Abstract marks felt too cold or generic for the neighborhood-friendly vibe.
What I Learned:
The character-driven bean felt most in line with the brand’s spirit.
Movement lines, expressive limbs, and accessories added just enough personality.
Abstract marks felt too cold or generic for the neighborhood-friendly vibe.
These early explorations helped define the brand’s voice: energetic, warm, and community-centered. The playful bean stood out as a character that was both memorable and flexible—ready to move into a digital format.
These early explorations helped define the brand’s voice: energetic, warm, and community-centered. The playful bean stood out as a character that was both memorable and flexible—ready to move into a digital format.
These early explorations helped define the brand’s voice: energetic, warm, and community-centered. The playful bean stood out as a character that was both memorable and flexible—ready to move into a digital format.
Next Steps
Next Steps
With the playful bean concept defined, I began refining it into a flexible logo system suited for merch, signage, and digital use.
With the playful bean concept defined, I began refining it into a flexible logo system suited for merch, signage, and digital use.
With the playful bean concept defined, I began refining it into a flexible logo system suited for merch, signage, and digital use.
Logo Refinement & Finalization
Logo Refinement & Finalization
After selecting the dancing bean as the most aligned concept, I moved into digital refinement—developing a clean, consistent, and scaleable logo system that reflects Whole Bean’s upbeat, modern personality.
After selecting the dancing bean as the most aligned concept, I moved into digital refinement—developing a clean, consistent, and scaleable logo system that reflects Whole Bean’s upbeat, modern personality.
After selecting the dancing bean as the most aligned concept, I moved into digital refinement—developing a clean, consistent, and scaleable logo system that reflects Whole Bean’s upbeat, modern personality.
Refinement Goals:
Refinement Goals:
Keep the energy and friendliness of the original sketch
Create a design that’s versatile across digital, print, and merchandise
Balance playfulness with professional polish
Make sure the logo works both with and without text
Keep the energy and friendliness of the original sketch
Create a design that’s versatile across digital, print, and merchandise
Balance playfulness with professional polish
Make sure the logo works both with and without text
Brand Guidelines & Implementation
Brand Guidelines & Implementation
Brand Guidelines & Implementation
To ensure visual consistency across all brand touchpoints, a comprehensive set of branding guidelines was developed. These guidelines outline the proper use of the logo, color palette, typography, and layout systems, providing clear direction for both digital and print applications. The examples below illustrate how each element is documented and applied.
To ensure visual consistency across all brand touchpoints, a comprehensive set of branding guidelines was developed. These guidelines outline the proper use of the logo, color palette, typography, and layout systems, providing clear direction for both digital and print applications. The examples below illustrate how each element is documented and applied.
To ensure visual consistency across all brand touchpoints, a comprehensive set of branding guidelines was developed. These guidelines outline the proper use of the logo, color palette, typography, and layout systems, providing clear direction for both digital and print applications. The examples below illustrate how each element is documented and applied.
With these guidelines, Whole Bean Coffee has the tools to stay consistent, flexible, and recognizable—across every touchpoint, from merch to menu boards.
This flexible system ensures the logo performs consistently across digital, print, and product-based touchpoints.
This flexible system ensures the logo performs consistently across digital, print, and product-based touchpoints.
This flexible system ensures the logo performs consistently across digital, print, and product-based touchpoints.
Brand Style Guide
This comprehensive guide outlines the brand's core identity—from logos and colors to icons, imagery, and digital use. It was created to ensure Whole Bean Coffee stays cohesive and memorable as it grows—across every format and platform.
This comprehensive guide outlines the brand's core identity—from logos and colors to icons, imagery, and digital use. It was created to ensure Whole Bean Coffee stays cohesive and memorable as it grows—across every format and platform.
Brand Style Guide
Lessons Learned
Lessons Learned
Lessons Learned
Working on Whole Bean Coffee gave me a deeper appreciation for how branding shapes a user’s first impression. One of the biggest challenges was translating abstract brand values—like warmth, quality, and approachability—into a visual identity that felt cohesive. Through trial, feedback, and lots of iterations, I learned to trust the design process and push past the “perfect logo” mindset.
Working on Whole Bean Coffee gave me a deeper appreciation for how branding shapes a user’s first impression. One of the biggest challenges was translating abstract brand values—like warmth, quality, and approachability—into a visual identity that felt cohesive. Through trial, feedback, and lots of iterations, I learned to trust the design process and push past the “perfect logo” mindset.
Working on Whole Bean Coffee gave me a deeper appreciation for how branding shapes a user’s first impression. One of the biggest challenges was translating abstract brand values—like warmth, quality, and approachability—into a visual identity that felt cohesive. Through trial, feedback, and lots of iterations, I learned to trust the design process and push past the “perfect logo” mindset.
This project also strengthened my skills in storytelling through design. Crafting a brand from the ground up required me to think like both a designer and a strategist—choosing fonts, colors, and language that all worked together to communicate a clear personality.
This project also strengthened my skills in storytelling through design. Crafting a brand from the ground up required me to think like both a designer and a strategist—choosing fonts, colors, and language that all worked together to communicate a clear personality.
This project also strengthened my skills in storytelling through design. Crafting a brand from the ground up required me to think like both a designer and a strategist—choosing fonts, colors, and language that all worked together to communicate a clear personality.
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Dorothy DeLong
Photographer's Portfolio
Dorothy DeLong
Photographer's Portfolio
City Cycles
Booking Process
City Cycles
Booking Process