Ponder
Ponder Coffee Co.
2018
BRANDINGA brand built on craft and sustainability.
OPPORTUNITYNarrativality Coffee Roasters is a roastery and cafe, supplying craft coffee across the midwest. They have made their mark with premier coffees and a warm, inviting atmosphere. Since its inception, Narrativality has striven to be a sustainable roaster, ethically sourcing each bean and developing relationships with the coffee farmers. Over the years, Narrativality has matured from the original branding and was in need of redesigning to accurately embody its mission and goals.
CATEGORIESBranding
Web Design
Photography
Environment
NAMINGNarrativality had an interesting meaning behind it, however, the daily struggles to pronounce it much less understand it, quickly squashed the success of the name. We wanted to maintain some of the ideas behind Narrativality (reclaiming the story of coffee) with the new name, but make it succinct and easy to understand.
Many names were brainstormed and many were cut down. Eventually, Ponder Coffee Co. came into being and perfectly embodied the mission: "to offer a memorable craft coffee experience that cultivates thoughtful engagement with the whole story of coffee."
As we approached the logo design, we wanted to create a system that would work for a variety of use cases, from the website to the packaging and collateral.
LOGO SYSTEM
We wanted to create a package that matched the quality of beans it would house. Subtle touches such as gold foil and soft touch were added to enhance the package, while keeping the overall design of the package clean and simple. We also created custom-die labels that would perfectly fit the variable data on the ever-changing coffees that the roasters could print themselves. The bags are small and compact to ensure an easy fit within a customer's cabinet or on a cafe's shelf.
PACKAGING
We next redesigned the print materials, including the menus, informational coffee cards, business cards and merchandise. We wanted the print to feel refined, clean and informational for quick scanning. We used a standard grid and type system to help add to the cohesion.
PRINT COLLATERAL
PHOTOGRAPHYAfter defining the brand language, we began asset creation for social media and the website. We wanted the imagery we created to fit the mood of the cafe with a variety of styled and candid shots from the photoshoots.
One of the greatest needs to address was a wholesale portal; we created an online marketplace experience for wholesale partners, including a portal login and an exclusive store with wholesale prices. When it came to the everyday customer, simplicity was key. We simplified information to be more digestible, while making important content available, such as the up-to-date menu and online store.
WEBSITE
Next, we needed to bring the new brand into their current space with limited budget. We painted logos on the brick walls, styled shelves and bookshelves, and created custom custom branded art pieces for the space. We screen printed and printed posters in bulk to sell in the cafe and online. Small changes had a big effect to ensure the interior felt different from the brand before.
CAFE SPACESLater that Summer, Ponder opened a second location. We helped style the space, and also concepted a phrase to go on the wall as a custom mural. We lettered and painted the mural directly onto the wall. We also created menus and art to hang in the space. At each location, we managed the printing and installation of the vinyl and signage for the exterior of the cafes.
Lastly, we strategized how to launch the new brand and space through social. Wanting to encourage people to check out the space, the week of launch, we organized a series of promotional specials for each day and created social posts to spread the word.
SOCIAL LAUNCH
CONCLUSIONPonder won two Gold awards for its branding from the American Advertising Federation.
8
Custom Art Pieces
7
Social Pieces
6
Logo Variations
5
Print Designs
4
Photoshoots
3
Murals Painted
2
Cafes Styled
1
Website Created
CREDITSZac Sturgeon, Designer