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The Latte Lounge

Brand Style Guide
2023

Project

As the designer for "The Latte Lounge," my mission is to create a captivating brand identity that embodies the charm and allure of this coffee shop, setting it apart from the competition and creating a memorable experience for its customers.

Woman with Gray Hair

Mabel Wizenov

  • Meet Mabel Wizenov, the passionate founder of this delightful coffee house.
     

  • Mabel's main goal is to infuse her beloved town with a warm and joyful atmosphere through her establishment.
     

  • With a knack for numbers and excellent employee management skills, Mabel efficiently oversees the daily operations.
     

  • However, when it comes to design, Mabel admits that it's not her strongest suit.

Coffee

Deliverables

  • Plan and design the brand's personality, target audience, mission statement, and identity designs.
     

  • A comprehensive style guide for the Latte Lounge.
     

  • Ensuring consistency, the brand identity will be implemented across all marketing materials, both in print and online, to maintain a cohesive and captivating visual presence.

    Style Guide will include: 
     

  • A color scheme
     

  • A typescale
     

  • A collection of brand images
     

  • A logo
     

  • Icons
     

  • A social media header

Casual Meeting

Target Audience

  • Men and women ages 20-50.
     

  • Coffee and tea drinkers.
     

  • Locals seeking a comfortable meeting spot with warm hospitality.
     

  • Professionals looking for a relaxed yet productive environment for remote work or meetings.
     

  • Students seeking a cozy and inviting study space.
     

  • Social groups and friends in search of a casual gathering place.
     

  • Creatives and book lovers in need of an inspiring atmosphere for their artistic pursuits or reading sessions.
     

  • Visitors and tourists exploring the town, seeking a welcoming coffee shop experience.
     

  • Tech-savvy individuals who appreciate a modern and digitally connected café environment.
     

  • Community-oriented individuals interested in supporting local businesses and connecting with like-minded individuals.

Who We Are

We are coffee and community lovers at heart. We want to add value and offer a place for gathering and warm beverages.

Mission Statement

“At The Latte Lounge, our mission is to passionately pour happiness, one cup at a time, into the cups of our beloved local community, spreading joy through delightful coffee, warm hospitality, and a welcoming atmosphere..”

Our Brand Personality

You can feel our personality when you enter. Thanks to our sincerity, we are:

  • Friendly

  • Cheerful

  • Genuine

katlyn-boone-W9SGbEi3KmQ-unsplash.jpg

Creating the Mission Statement

I crafted the mission statement for The Latte Lounge, incorporating the essence of the brand and its values:

  • We make coffee, tea, and pastries for thirsty, hungry people, satisfying their cravings with exceptional quality.
     

  • By pouring a little bit of happiness in everyone's cup, we aim to bring joy and positivity to our customers' lives.
     

  • Our commitment to providing quick and friendly service with a smile ensures that our customers feel welcomed and valued.
     

  • The reason we are in this industry is to spread not only the love of coffee but also the joy it brings to people's lives.
     

  • The driving force behind starting this business was our desire to become an integral part of the local community we hold dear.
     

  • We want to convey a brand image that is welcoming, cheerful, and cozy, creating an inviting atmosphere for our customers.

"At The Latte Lounge, our mission is to passionately pour happiness, one cup at a time, into the cups of our beloved local community, spreading joy through delightful coffee, warm hospitality, and a welcoming atmosphere."

Coffee and Croissants
Triple Blended Coffee Beans

Color Scheme

Main Color

Hex code: #ABC4AA
RGB: [171, 196, 170]
CMYK: [34, 37, 11, 0]

Secondary Color

Hex code: #675D50
RGB: [103, 93, 80]
CMYK: [54, 53, 64, 28]

Accent Color

Hex code: #F3DEBA
RGB: [243, 122, 136]
CMYK: [4, 11, 29, 0]

Serene Sage

​

  • Unconventional main color #ABC4AA chosen to differentiate the Latte Lounge.
     

  • Evokes calm and tranquility, creating a peaceful environment.
     

  • Subtle green undertone reflects focus on organic ingredients and sustainability.
     

  • Warm and inviting, enhancing the cozy atmosphere.
     

  • Aligns with the Latte Lounge's unique identity and values.

Earthy Mocha

​

  • Hex code #675D50 chosen for its rich and distinct tone.
     

  • Evokes warm and comforting ambiance of a cozy coffee shop.
     

  • Reflects natural and grounded aspects of the Latte Lounge's brand.
     

  • Deep brown hue suggests richness of coffee and cocoa.
     

  • Aligns with inviting and down-to-earth experience for customers.

Creamy Vanilla

​

  • Hex code #F3DEBA represents a creamy and soothing tone.
     

  • Evokes warmth and comfort, reminiscent of freshly brewed coffee.
     

  • Soft beige hue suggests sweetness and indulgence, like vanilla cream.
     

  • Reflects the Latte Lounge's refined and luxurious atmosphere.
     

  • Aligns with the brand's commitment to a delightful and memorable experience.

Coffee and Croissants

Typography & Sizes

Typescale

​

60px

The Latte Lounge

Genty Typeface was used for the main logo

36px

For the headers and Accent wording, Corben Typeface was chosen

18px

ARIAL IN ALL CAPS AND BOLDED WAS CHOSEN FOR THE NAVIGATION

16px

Arial Regular was chosen for larger blocks of text and paragraphs.



Corben for headers:

​

  • Selected for its bold and eye-catching characteristics.
     

  • Adds a touch of personality and uniqueness to the headers.
     

  • Corben's strong and distinct letter shapes make it suitable for grabbing attention and creating a sense of hierarchy.

     

Corben

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​

Creating the Typography Hierarchy

Genty for the logo:
 

  • Chosen for its elegant and sophisticated appearance.
     

  • Reflects the Latte Lounge's desire to establish a refined and upscale brand image.
     

  • Genty's clean lines and distinct letterforms create a memorable and visually appealing logo.

Genty

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These typeface combinations were carefully chosen to establish a cohesive and visually appealing brand identity for the Latte Lounge, with Genty adding elegance to the logo, Corben bringing attention to headers, and Arial providing clarity for large amounts of text.

Arial for large blocks of text:
 

  • Chosen for its legibility and simplicity.
     

  • Arial's clean and straightforward design ensures ease of reading.
     

  • Ideal for presenting large blocks of text, maintaining readability without distracting from the content.

Arial

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Logo & Variation

latte-lounge-logo (1).png
latte-lounge-logo-icon.png
latte-lounge-logo (2).png

LOGO DO’S

  • Use a white background behind the logo.

  • Separate the icon from the text and use both on their own if need be.

​

LOGO DON’TS

  • Don’t add color or pattern behind the logos.

Coffee Cups

Iconography

icons.png

Icon Standards

  • Icons need to be simple and cute.

  • Our main color is the icon color.


 

Icons Can Be Used For

  • Websites

  • Marketing materials

  • Promotional materials

Coffee Beans

Imagery

coffee-images.png

Imagery Guidelines

​

Images should exude the values of our brand identity and fit within the following descriptions:

​

  • Warm

  • Cozy

  • Happy

  • Togetherness

  • Community

  • Love

  • Joy

Iconography & Imagery

Image by Alex Padurariu

Iconography

  • Simple and clean design for clarity and ease of recognition.
     

  • Main color Serene Sage used for brand consistency.
     

  • Symbolic representation of core offerings and services.
     

  • Versatile and scalable for various platforms.
     

  • Enhances user experience with intuitive visual cues.
     

  • Reflects the calm and inviting essence of the Latte Lounge.

Imagery

  • People: Conveys a sense of community and connection.
     

  • Love: Signifies a warm and affectionate atmosphere.
     

  • Warmth: Evokes comfort and coziness.
     

  • Coffee: Highlights the core offering of the Latte Lounge.
     

  • Joy: Reflects the happiness and positive experiences at the cafe.
     

  • Togetherness: Emphasizes the sense of shared moments and camaraderie.

Social Media Headers

Social Media Covers Guidelines

​

  • Keep it simple

  • Use text sparingly

  • Cover photos with a light opacity using our main color

  • Focus on using photos of togetherness, love, or photos with people in them.

Image by Nathan Dumlao

Social Media Covers & Graphics

The social media cover guidelines prioritize simplicity, minimal text, utilizing the main color with a light opacity, and featuring images that evoke togetherness and love. These choices aim to capture attention, maintain brand consistency, and create an emotional connection with the audience, aligning with the Latte Lounge's brand identity and values.

  • Keep it simple: The emphasis on simplicity ensures that the cover photos are visually appealing and easy to comprehend at a glance, capturing attention effectively.
     

  • Use text sparingly: Minimizing the use of text allows the cover photos to rely more on visual elements, conveying the desired message and evoking emotions primarily through imagery.
     

  • Cover photos with a light opacity using our main color: Applying a light opacity to the cover photos using the main color (Serene Sage) reinforces brand consistency and creates a cohesive visual identity across social media platforms.
     

  • Focus on using photos of togetherness, love, or photos with people in them: By featuring images depicting togetherness and love, the covers evoke a sense of warmth, connection, and positive emotions, resonating with the Latte Lounge's values and creating an emotional connection with the audience.

the end.

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