Rebrand: 8-Twelve Cafe
The project objectives are to redesign or rebrand a café, bar, or restaurant that I am familiar with, through developing a new logo and graphic identity for the location. The project will begin with a comprehensive research phase and process through concept development and visual design iteration to the final logo iteration with different branding applications.
For the project, I chose 8 Twelve Oriental Market Cafe to redesign because I believe that the original logo was not strong enough, and have no core relationship to the food that they are serving in the community. 8-Twelve Oriental Market Cafe is located in San Leandro, near the San Leandro Downtown Plaza. They got a small game area, a small sofa, and a couple of tables for a group hangout and study. Overall, it is a very great atmosphere to be in.
The 8-Twelve Oriental Market Cafe is the community’s favorite cafe that offers a variety of foods, drinks, and a small market for selling Asian snacks. The good services, affordable pricing, and tasty boba drink make it very hard for people to miss out whenever they are in the San Leandro area. Refreshing their brand identity will help bring better values to the cafe and provide a great representation of the food and drink they are selling to the community.
Old Logo New Logo
Sketch Thumbnails & Words Association:
Digital Logo Explorations
The approach of my design process logotype is more representation than abstraction. I wanted the logo to express and give a good representation of what the cafe/restaurant is serving to the community. I played a lot with the cafe branding (Typography), to see what I can expand on or iterate more on, with the original branding. I end up changing the whole logo from the original branding because I feel like the original branding was not clear and did not represent the cafe well enough. My early version logo is very loose and preliminary because I wanted to see if there anything came up together or complement each other on the logo.
I chose Proxima Nova for my logo typeface because I want my logo to be more modern and trendy, so Proxima Nova fonts will be the best fit of icons. The Proxima Nova typeface fits very well with my logotype and gives such a great visual hierarchy when stacking together. Choosing a sans serif typeface under the logo, make the icons of the logo stand out, while giving a message to what the logo is representing. Lastly, I have shortened up the original brand name from "8-Twelve Oriental Market Cafe" to "8-Twelve Cafe" because it give a better read and memory for the customer and it will fit more better on my final logo iteration.
Final B/W Logo Design:
Final Design Color Explorations Logo:
For my color choices on my final logo, I chose hue and tint of yellow and blue, and a shade of orange. I am very fortunate that those colors compliment each other very nicely, and make the piece stand out in a very settled way. I am very happy with the result of the redesign and re-brand of the 8-Twelve Cafe.
Brand Applications Mock-Up:
