shushki & oreshki Букин Николай
Task
Determine the core of the target audience. Create a brand with the idea of Siberian romance
Ideas and solutions
After studying the target audience of the coffee shop in detail, I realized that the core is a girl, 30 years old, who respects and loves the history of her ancestors, but at the same time is a modern person who is always ready for new things. She is dreamy and likes to create comfort. She is a loving mother who can become a successful entrepreneur if she wants to, or a traveler discovering new exotic places, but only if she wants to. To live in a measured and comfortable way is about her. "I can! but if I'm interested" is her motto. Based on the above, I decided that the corporate style should not be full of bright spots, an interesting pattern will be enough. I took the classic Northern patterns as a basis and added modern life to them. They are hand-drawn, it looked more lively. Each such drawing will be unique, and even coffee shop guests will be able to create it, which will only add more attachment to the brand. The graphic element itself contrasts slightly with the corporate pattern. It is more strict, and built on a grid, as a reference to the idea - at the heart of our lightness and playfulness is serious work. Corporate identity in General is a thought - we can afford to get high, and not strain, just because we have already done serious work on our lives. The font part of the logo was already designed for the graphic element. I added a little "light"to the standard font. The cone itself is also a hearth, without which you can not gather a cozy company, do not cook delicious tea or coffee, and do not fry nuts. I added an ampersand to the graphic part, which was a great addition, both visual and typeface, as well as ideological. The main characteristic of the target audience is that they like to communicate (unite), which is why they fly to the coffee shop not only for coffee, but also for gifts for all their loved ones, and that is why they are going to various master classes in the institution
