picnic: a coffee & flower shop


the challenge: to transform the shop into a versatile neighbourhood fixture


deliverables:

> brand-identity
> brand guidelines
> logo design
> product design
> to-go kits





details




realization

> brand identity


establish picnic as a unique, versatile, captivating local haunt for daily indulgences




a system and toolkit including

☞ logo
☞ color palette
☞ take-away products
☞ business system

> brand book




> take-away products

coffee bags & blends

take-away cups

grab-and-go take-away

take-away bags

“build your own” take-away







business system

letterhead / customized envelope

business card

more on the process:

01

> atmosphere

information on industry and customer to create data-driven functional design





 > competitive market research

Psycho-Aesthetic (P/A) mapping for resonant solutions and lead project direction



> consumer research

breakdown of consumer categories; demographics, pain points, triggers


02

> exploration

defining brand essence to develop a visual identity that communicates concept and feeling.

> mood board

☞ welcoming
☞ sunny
☞ familiar
☞ soft
☞ eclectic


> the feeling of...

☞ morning light
☞ finding that thing you’ve been looking for
☞ gingham linens
☞ singing with the windows down
☞ picking the perfect spot in the grass






> name exploration

a process of narrowing through tender and nostalgic identities for a feel-good name as perfect as tulips with your morning espresso.





> logo exploration

hand drawn type constructions for quick experimentation and on-the-fly customizations.




> color palette

conveying an eclectic and playful indulgence through experimentation with triad vs. double split color palettes.


03

> direction

further tightening to solidify design direction.


> logo refinement

rounds of editing and digitized drafts, creating the backbone of picnic’s identity.



> business system exploration

building a robust brand ecosystem with customized letterhead, envelope, and business cars.




> logo mark exploration

a beneficial preliminary creative branding exercise that was ultimately left on picnic’s cutting room floor.



 

> promotional goods exploration

ideation for on-the-go goodies and branded store offerings to take picnic on your picnic.