Summary
The objective of this project was to build a better branding marketing strategy of a coffee shop known as Porchlight Coffee & Records, such as redesigning the logo. In order to learn more about the coffee shop, I had to conduct research based off the location, target market, and affordances.
Tools Used
Research
The name of the coffee shop I re-branded was Porchlight Coffee and Records. Porchlight Coffee and Records is located in Seattle, Washington. Seattle is dubbed as the coffee capital, and the people in Seattle consume more coffee than in any other American city. There are a total of 856 coffee shops in Seattle, and Porchlight Coffee and Records just happens to be one of them. The target market for Porchlight is aimed towards the younger crowd, 18-35, who live in the city area, and who have a very strong interest in music and love to drink coffee daily. Porchlight’s main competitor is no other than Starbucks, which has 460 locations in Seattle. There are 1,553 self-employed musicians who are Seattle residents. Musicians generate $130 million in revenues for clubs, taverns and lounges. Porchlight sell music records of the local residents of Seattle.
Affordances
Seattle is known to have more than one Unique Selling Proposition (USP). Seattle’s main USP, however, is coffee since they are named the coffee capital of America. Porchlight’s main USP is not just coffee but also the records. The reason why records are Porchlight’s biggest USP to date is because Porchlight coffee and records is not only known as an ordinary coffee shop but also a record shop and a record label on top.
In addition their atmosphere may seem relaxing to people but to me the atmosphere at Porchlight seems to be a bit bland and cluttered. Other than the atmosphere, Porchlight’s menu doesn’t seem to offer a lot of coffee or food selections to choose from. It would be most helpful if they were to add more coffee or food options for customers to choose from and make the menu easy to read for people who may have bad eyesight.
Though it is a record shop, there are not too many records to choose from. They mainly sell records that are made by local artists of Seattle, which isn’t a bad thing, but what I would like to suggest is that they sell records based on what everyone likes to hear, from The Beatles to Pink Floyd. Another thing I would suggest is that people should be able to sample records, in that case, if they are interested they will want to purchase the record so that they are able to listen to them on their own time.
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Brainstorming
I wanted to incorporate a logo that would represent Porchlight Coffee and Records as both a coffee shop and a record shop. In their original logo, Porchlight represented themselves more as a coffee shop rather than being both a coffee shop and a record shop due to the fact that the logo contained only a mug with words on it. I came up with some sketches in mind for how I felt Porchlight should be branded better. I took one of the skecthes I was satified with the most and brought it into Adobe Illustrator. One of the most challenging things about designing the logo in Adobe Illustrator was in fact identifying which colors would best identify the brand logo which I will explain later on.
Typography
Colors
Mobile Interface
Based off the flowchart I designed, I designed a mobile interface as part of the coffee shop re-brand in order to gain more consumers. I wanted to design a mobile interface that people are going to have an easier time interacting with on their mobile devices. In order for the consumers to interact with the Porchlight mobile interface, I added certain sections that were related to the flowchart such as the menu so people can view the menu ahead of time and records so people can see what records are available to purchase. In order for the consumers to track down Porchlight, the coffee shop should be SEO oriented based off the location (Seattle, Washington), and certain keywords to the name of the store such as Porchlight, Coffee, and Records.
Final Logo Design
I am really digging the way this logo came out. If it’s anything, I believe that this logo definitely represents what Porchlight Coffee and Records has to offer because not only are Porchlight Coffee and Records a coffee shop but a record shop on top. I decided to have the vinyl record represent the “O” in the word Porchlight in order to have the consumers have a better understanding of what Porchlight Coffee & Records is all about. I wanted my brand logo to have that musical feel but at the same time have the logo have that coffee shop feel. And that’s exactly what I did.