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Food & Beverage ยท February 2025
C&T Coffee Shop Rebranding
Client
C&T Coffee Shop
Duration
1 month
Team
1 brand strategist, 1 designer
Overview
C&T Coffee Shop, a neighborhood staple in Philadelphia, needed a comprehensive visual identity refresh to modernize their presence while maintaining the warm, communal atmosphere their regulars loved. The goal was to create a refined brand system that would stand out in the city's vibrant coffee scene.
Challenge
Existing branding felt generic and didn't reflect the shop's unique personality
Need to appeal to new customers while preserving loyalty from regulars
Limited budget required strategic, high-impact design decisions
Creating cohesive identity across multiple touchpoints (signage, packaging, interior, merchandise)
Strategy
01
Brand Discovery
Conducted interviews with regulars and observed customer behavior patterns. Key insight: customers valued the shop's authenticity, natural light, and sense of community. The space felt like a 'third place' between home and work.
02
Visual Identity System
Developed a refined logo mark combining 'C' and 'N' into an elegant, versatile symbol. Introduced a warm, earthy color palette (terracotta, cream, natural wood tones) inspired by urban textures and coffee culture. Created cohesive design system for all applications.
03
Brand Applications
Designed comprehensive brand suite: storefront signage, menu design, coffee cup graphics, tote bags, interior wayfinding, and merchandise. Each element reinforced the refined-yet-approachable positioning.
Design Work
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Key Learnings
01
Authenticity in design matters. Customers responded to the natural materials and warm tones that reflected the actual shop experience.
02
Consistency across touchpoints builds trust. A unified visual system made the brand feel intentional and professional.
03
Community input shapes better design. Involving regulars in the process created advocates who championed the rebrand.