FLASH RESPONSIVE LOGO
For the restaurant identity project at Tyler School of Art & Architecture, I chose to brand a special coffee shop.
Research
When I was out buying coffee, I noticed that there is a growing demand for coffee today. However, the speed of getting coffee is not at a satisfactory rate. When I asked my friends, they had the same problem. They usually have to wait in line for a long time to get their coffee during peak hours.
So I did some research, and even Starbucks has long lines during peak hours, and I think the main problem with that is that they don’t divide up the different types of customers. For example, there are people who are there to rest in the store. Some people just want to get the coffee they need right away and get on with their day.
When I started this project, my goal was to get the customer their coffee as fast as possible. One way to achieve this speed is to streamline the process by using a fully electronic process to get the coffee as soon as the customer places the order. Secondly, I designed a pick-up system outside the coffee shop (like an Amazon locker) that is connected to the inside of the coffee shop so that when a customer places an order on the app, they can get their order directly from the outside locker without wasting time by having to come inside to pick up.
Brand Design
Naming
After I set the basic tone of the cafe, I began the design of the brand name. I wanted the mark to reflect the attributes of speed. I explored a number of different themes to represent speed, including very fast animals such as cheetahs and horses. Ultimately, I chose to use FLASH as the brand name because FLASH not only represents speed, but also electricity, which can be associated with technology. This is the characteristic of our cafe, with some automated coffee machines and self-service cabinets to increase the speed of the customer experience.
Mission
Our mission is to provide our customers with fast and high-quality coffee and food. Every customer can get and enjoy their coffee in the fastest time. FLASH chases away the feeling of lethargy and refreshes you throughout the day.
Logo
For our logo style, I chose to keep the logo as simple as possible. And flash will do a lightning bolt pattern, and then try to add the element of coffee. And finally, we got this logo.
The biggest challenge I encountered when designing the logo was choosing the right font. After deciding on my logo I chose to use Acumin Variable Concept as the logo mark ，Acumin is a versatile sans serif type family designed by Robert Slimbach that is very thick and readable, with a balanced and rational quality. It fits well with the fast, high-quality design direction of my coffee brand FLASH., and I proceeded to design a pattern that could be used on brand deliverables like cups.
FLASH RESPONSIVE LOGO and FLASH RESPONSIVE LOGO (Mobile)
Featured Design Element
For my featured design deliverable, I chose to design an app that would be used to place orders, pay, and pick up from our automat. I started by designing the user flow, and then the software prototype.
App Prototype
FLASH Mobile App
App Screen Flow
The Automat Lockers
Wall Menu
Additional Deliverables
While I was designing the app, I started to design the packaging, including coffee bean packaging, mugs, and takeaway cups.
Loyalty Card, Takeaway Cups
Mugs, Coffee Bean Packaging
Conclusion
I encountered many challenges during this project. Even though I had learned how to use the Adobe software last year. I used most of the software in order to complete this project, which gave me a huge increase in my knowledge and proficiency with them. The professors and fellow students were also very helpful throughout the project. I applied my professional knowledge to real-life related projects, which gave me a much deeper understanding of design. It is more a way to communicate and improve our life. The project not only taught me how to think critically but also accomplishing the whole project was instrumental in building me into a knowledgeable graphic designer.
Credits
Designer: Yuelin Li
