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Bēhance

Common Groundz Cafe Identity

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  • Common Groundz Cafe needs a rebranding.
  • Common Groundz Cafe is my local coffee shop of choice. I'm usually in there for at least an hour. The first 2 months they were open I was in there for nearly 10 hours at a time almost every day. The owners are a riot, the place is spacious, but cozy and the food and coffee are to die for. It's really the best coffee house in Richmond, hands down. They needed to have a new identity to match their personality, but they didn't have enough money to pay for a designer. I gladly took coffee as payment and took on the project. It was a lot more difficult than I had expected.
  • It started out really poorly. They must have thought I was joking, but this is what I came up with. They didn't implement it, but at least they saw I had enough know how to keep going.
  • It took a while, but Lindsay and I finally found a typeface that matched their clean, modern atmosphere and kooky, wild attitudes. From there we needed to come up with a mark that would match the typeface. This was difficult.
  • This is the closest I had gotten to something resembling an acceptable logo. I kept coming back to this G mug because I liked the character and look of it. It was the perfect way to match the rest of the logo, but I didn't have a good reason to keep it around. Until one day it all clicked together...
  • The mug turned in to a C and G for Common Groundz without much hassle. The two different versions are for sizing purposes: one has a much simpler swirl in the mug than the other. I'm really happy with the end product.
  • This rebranding is slowing making its way into all their publications, menus and even the signs around the sides of the building. As a result, directly or indirectly, they have turned a profit after being in business for 2 years.