Mojo Cafe is a unique place because it is both a cafe and a bicycle shop located near the famous wiggle route in San Francisco. The idea is that while your bike is getting maintenance, you can enjoy a cup of coffee and/or a variety of delicious meals indoors or outside in their urban garden. When you walk into the cafe is feels very peaceful and cozy. The building is long and narrow which makes for a good intimate experience with the workers and the patrons around you. The overall message with the new design is to try and keep the same customers (bikers, students,and locals) but make it stand out more to the local night crowd. People will expect a simple and laid back feel when they enter Mojo. With the big orange sign right in front of the store, it would be hard to miss the place. I think the orange color conveys fun and warmth. Combined with the abstract mark and Mojo spelled out underneath, people will naturally be curious about what really goes down at Mojo’s.