This is my student project. We had a task to choose a coffee-shop in the city, which branding can be better and re-brand it. I have chosen a coffee-shop with the name "Karloff" located in my residential area.
"Karloff" coffee-shop is located next to the big landscape park, so I made a conclusion that most of the clients will come from the park. This park is not one of those sweet parks with the green grass where you lay on the blanket and read books. Its a little bit wild. And a big amount of visitors come to this park just to walk their dogs. There are dog -training grounds and I heard that there is a community of people who walk their dogs in this place. So, the specific thing about this landscape park is dogs (not deers!) and their owners. I have based my re-branding project on the idea of creating a dog-friendly cafe where human can get a cup of hot coffee, dog can have some water or food and they both can hide there from rain or heat.
Name "Coffee-Spot" has a range of associations: spot, where you can have a cup of coffee, spot on your dog's fur and a brown spot also looks a bit like a coffee-bean.