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CHALLENGES
Desert Brew Café, set in the center of Muscat, Oman is a quaint, locally owned coffee business noted for its artisanal coffee blends and cozy atmosphere. The café has been serving the neighborhood for over a decade, it’s a good brand but with the changing times and customer preferences, now is the time to upgrade its brand through logo transformation that will still reflect the good old, trusted brand with a new and fresh twist for an upgrade.
OBJECTIVES
During the brainstorming session, Desert Brew Café specifically mentioned that we need to preserve heritage and embrace modernity at the same time. So, these are the objectives that guided us throughout the rebranding process.
- Retain the essence of Desert Brew Café’s heritage and reliability.
- Infuse a fresh and modern aesthetic to align with evolving consumer preferences.
- Reflect the spirit of Muscat’s coffee culture through design elements.
- Ensure the rebranding doesn’t compromise the café’s cozy and welcoming atmosphere.
RESEARCH AND ANALYSIS:
First, we did our main task of researching the competitors, and the target persona and we outlined the empathy map to give us a better understanding of the business and industry.
Coffee Culture in Muscat:
Muscat’s coffee scene is a rich tapestry, blending tradition with modernity. Coffee shops are not just places to get a caffeine fix; they are social hubs where people gather to connect, share stories, and unwind. The color palette in Muscat’s coffee shops often reflects warm earthy tones, aligning with the cultural landscape.
Customer Preferences:
Through surveys and social media analytics, it’s evident that customers value authenticity, a cozy atmosphere, and a nod to tradition while appreciating contemporary aesthetics.
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Takeaways
We created three logo options and presented them to Desert Brew Café. The one they approved is exactly our team’s favorite.
Visual Elements:
- Coffee Cup Imagery: Introduce a stylized coffee cup as a central element, symbolizing the core offering.
- Geometric Patterns: Use subtle geometric patterns inspired by Omani architecture to add sophistication.
Color Palette:
- Retained Browns: Maintain the classic brown to signify the café’s grounding and reliability.
- Cream and Nudes: Introduce cream and nude tones for a contemporary and cozy feel.
Typography:
- Hidayatullah: Utilize Hidayatullah font to blend tradition with a touch of elegance.
After minor revisions based on the insights from Desert Brew café, we came up with different logo variations, social media starter kits, and templates. The Brand Style Guide was also reviewed and approved by Desert Brew’s team and will be the guidelines for all the branding-related transformations they will carry out in their store.
Desert Brew Café’s brand transformation successfully blends tradition with modernity, preserving its unique identity while appealing to the evolving tastes of Muscat’s coffee enthusiasts. This rebranding effort positions the café as a timeless yet contemporary destination, ensuring its continued prominence in Muscat’s vibrant coffee culture.
Lucid Project Design team appreciates the collaboration and connection we have made with ConnectHub marketing team. Their goals are precise, which makes it easier for us to deliver what’s needed. Their pain points were identified at the beginning of the project, which we addressed one-by-one banking on our team’s expertise, agile project management system and of course delivering the client the service and product they deserve.
