Ren Coffee Company:
Client background
Founded in 2018 from a love of cycling, baked goods, and great coffee, Ren appears to be just another sleepy, small town, bike cafe. However, with an ever-expanding customer base and a newly-opened bakery, Ren is the go-to neighborhood spot with a devoted following. Guests come for the great food, pastries, and coffee, as well as smooth service, and top-notch outdoor patios. For the past several years, Ren management has focused on sourcing healthy local products and building a menu with offerings inclusive of everyone's diet. The company is also committed to their community and employees: they host community events, support local and charitable causes, and offer excellent benefits and pay to their staff
Highlights
- Business strategy & determination of key demographics
- Development & design of full identity system
- Print, packaging & merchandise development & design
- Hand lettered logo & other assets
- Development & design of full identity system
- Print, packaging & merchandise development & design
- Hand lettered logo & other assets
Services
Branding & ID Design
Graphic & Collateral
DRAG
Pain points to fix
Several design considerations were neglected due to Ren's bakery launch. As such, guests didn't easily associate the locations with each other. Due to an inconsistent and underdeveloped identity system, several packaged drink and coffee products were not ready to launch or distribute. Without branded paper products, cups, containers, or merchandise at their locations, advertising and marketing potential decreased. Over the past 6 years, sales grew faster than anyone expected. We proposed a necessary brand revaluation that helped Ren capture more of their current and future success.
Hand-drawn sketch of the coffeehouse logo
Completed logos for the coffeehouse, coffee company and bakery
Color variations for cycling-focused merchandise design
Hand-lettered t-shirt design for the coffeehouse
The turn out
We proposed a series of changes that would unify the company brand and identity system. The two locations, the Coffeehouse and Bakery, would get their own logos as would Ren Coffee Company, the newly formed entity set to handle the production and distribution of Ren’s coffee and drink products. A coherent identity system helped establish a clear relationship between the locations and noticeably lowered guest confusion. We then tackled packaging design problems with a set of coffee bean bags and two packaged beverages. We provided new print collateral that included material for a newly developed loyalty rewards program.
