Good Morning Branding
Good Morning is the morning elixir. It's the ritual that transforms each sunrise into a delicious experience, more than just your average coffee.
CROSSFIT
2023 TEAM PROJECT
GOOD MORNING COFFEE
2024 SOLO PROJECT
// RESEARCH
// BRANDING
// VISUAL DESIGN
// PRINTED MATERIALS
The client-provided name 'Good Morning' served as the inspiration for a visual identity that evokes warmth and positivity. The creative process encompassed defining the brand's personality and crafting a cohesive visual identity. The result is a brand that invites consumers to start their day with a cup of coffee and a smile.
Project Goals
01.
To create an engaging visual identity that embodies the brand's values and attributes.
02.
To design a brand capable of resonating with two distinct target audiences.
03.
To develop an iconic character, a cricket, to forge a connection with the audience.
CONTEXT
A Competitive Market
The Competitors
The need was to differentiate ourselves in a highly competitive market where consumers are constantly exposed to new and exciting options.
A coffee food truck was proposed at the entrance of a university in Morelia. A market analysis reveals a clear opportunity: the lack of nearby coffee options on campus, coupled with the absence of local competitors with attractive proposals, creates an unmet demand among students and faculty.
The Target
Two key audiences were identified:
Students (18-23 years old): They seek coffee as an energizer and a symbol of social status. They tend to be receptive to visually appealing brands and dynamic content.
Teachers (30-50 years old): They prioritize coffee quality and convenience during their workday, being more selective and guided by the functionality of the product and service.
KEY CONCEPTS
Brand creation
01
Joviality
02
Vitality
03
Energy
04
Warmth
The Logo
A custom typography, with organic and rounded strokes inspired by coffee steam, was designed to capture the attention of a young audience. This font, which conveys confidence and joviality, is complemented by a color palette that evokes warmth, energy, and vitality, creating a cohesive and attractive visual experience.
The Character and graphics
To humanize the brand and create an emotional connection with the audience, a main character was developed: a cricket drinking coffee. This design, a caricatured and stylized abstraction, conveys tranquility through its soft expression, facilitating its use in various formats. Additionally, secondary characters were created to foster identification with different qualities.Versatile textures and graphic elements were created to elevate the brand's visual communication and promotional materials.
Brand Visuals
A range of graphic materials were developed for the brand, including food packaging, printed advertising (posters and banners), employee uniforms (aprons), and menus.
Swag
To extend the Good Morning brand experience, a collection of printed merchandise like t-shirts, mugs, tote bags, and stickers was developed for customers to carry.
