BLACK CAP CAFE REBRAND

A COMPLETE REBRAND OF AN EXISTING COFFEE AND COFFEE HOUSE

Black Cap Cafe Rebrand

BRAND OBJECTIVES

 

Rebrand Black Cap Cafe and develop a graphic standards guide to be used across all mediums


Design a K-Cup and K-Cup package for Black Cap Coffee


Design a Mobile User Interface for Black Cap Cafe website with clear Calls-to-Action


Develop a Mobile Gamification concept that utilizes social media, increases brand awareness, promotes brands USP, and incorporate a cross promotional element for brands partners

BRAINSTORMING 

The task was to rebrand an existing coffee brand located in Stowe, VT. To help identify Black Caps customer base and brand persona I created this sticky note pyramid of the target audience’s personas.

Brainstorming

LOGO REDESIGN

I wanted to create a clean and modern logo that incorporated the fact that Stowe, VT is one of the largest skiing communities in the U.S. Black Cap Coffee didn’t have a brand identity or logo. The cafe just had a typographical sign with their name. My plan was to design a logo that was simple and would immediately connect with local Stowe, VT community.

CURRENT BLACK CAP CAFE BRANDING AND SIGNAGE

As you can see the cafe has no brand. Yet, having an identity or mark is essential in creating brand loyalty and awareness. Especially on mobile and social media.

Black Cap Coffee

BRAND SKETCHES

My ideas mostly revolved around the mountain peaks, as you can see from the sketches below

Black Cap Cafe Logo Sketches

SOFTWARE

Once I decided to use the mountain peaks with the coffee mug concept and completed sketches of the logo, I brought my concept into Adobe Illustrator to begin building the logo.

Black Cap Logo in Adobe Illustrator
Black Cap Rebrand

REBRAND

Now that the brand identity/logo concept was complete, it was time to move forward with the cafe itself. A graphic standards and style guide would need to be developed as well. But, some preliminary designs of the cafe were needed to move forward. This was important because the concept of the redesign was moving from an old building on Main St. to a new modern building at the Mt. Stowe Ski Resort.

Below is the mood board that shows the different elements of the rebrand (logos, color palettes, interior textures, flooring, etc.)

Black Cap Cafe Mood Board

PACKAGE DESIGN

The third phase of the rebrand project was to design a Keurig K-Cup and package for the brand. I decided to create a package that focused on Mt. Stowe and the beautiful views. The box design is intended to be an outward view of the mountain peaks looking out the window. This 3D Model is an exact version of the printed and assembled packaging.

Once the package was designed and printed I took that design and created a 3D Model of the packaging and coffee cup. 3D Modeling is a very convenient and a great way to save money and the time of having to shoot the scene in the photo studio. 3D Modeling also gives the artist a lot more freedom in creating scenes that may not be possible in the studio due to budget or equipment.

LIGHTING IN CINEMA 4D

In this image I am setting the stage for my composition. With 3D modeling lighting is critical. You can design an amazing model, but if the model/scene isn’t carefully lighted then the model will not look as intended. In some cases lighting can take as long or even longer than the model itself.

Lighting in Cinema 4D

FINISHED PACKAGE DESIGN

Black Cap Package Design

MOBILE UI/UX DESIGN

The next phase was to create a mobile interface and website wireframe that clearly identified the Black Cap brand, cafe, products and services, menu, and community. All of this had to be incorporated into a complete social media presence.

Black Cap Cafe Mobile Wireframe

MOBILE GAMIFICATION INTERFACE

The next phase would be to create a gamification application with the purpose of increasing brand awareness and engagement and ultimately lead to conversions. I had the idea to develop a gamification application for users to compete for the best Black Cap Cafe photograph. I named the app concept Capshots. The purpose of Capshots was to take the popularity of smartphone photography (Instagram) and incorporate a version that would create brand awareness for Black Cap Cafe. Users could photograph anything as long as a Black Cap Cafe product was in the shot. This would all tie into social media. The design brief below explains the concept and rules of the game.

Capshots Game Brief

WIREFRAME AND MOCKUP 

The first part of the concept would be a simple rewards based system for product use and site visits. The Capshots concept would be a photo contest where the photo had to visibly show the Black Cap brand somewhere in the photo. Users would share their photos through the Capshots App, but also through Instagram, Facebook, and Twitter. The idea here was to build brand awareness through social media. The photos would be tagged and then voted on by the “Likes” system. Each week the photo with the most “Likes” would receive a $50 gift card Black Cap Coffee/Cafe. The interface would contain a leaderboard that showed the users profile pic, Capshots views, voting analytics, and their ranking. At the end of the year the Capshots photo with the most “Likes” would receive a larger partner funded 3 day vacation package for two at the Mt. Stowe ski resort. This would introduce a cross promotion element that could be used for any of Black Cap’s advertising partners. Below is a wireframe that shows the Capshots leaderboard interface.

Capshots Mobile Wireframe
Capshots Game Mockup

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