Late Night Cafe

Brand

Guidelines

February 2024

MY COFFEE SHOP PROVIDES A COZY ATMOSPHERE, PERFECT FOR THOSE LOOKING FOR A LOW-KEY NIGHT OUT, UNLIKE OTHER NOISY, ALCOHOL-BASED ESTABLISHMENTS OPEN AT NIGHT.

Cozy Eclectic Nocturnal

Content

Illustration Style

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Graphic Vibe

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Illustration Assets

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Icons

Social Media Specific Icons

Social Media Specific Icons

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Typography

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Main & Secondary Typeface

Type Continued

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Mockups

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Marketing

Products

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Coffee Label Design

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Designs

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Mockups

Here is our story

In downtown Olympia, tucked away on a dimly lit street corner, lies a hidden gem that comes alive when the rest of the world is asleep - a late-night coffee shop with a vibe as soothing as your favorite sweater. As you step inside, the soft glow of fairy lights and the mellow tunes playing in the background instantly transport you to a tranquil space where time seems to slow down.

The aroma of freshly brewed coffee fills the air, mingling with hints of cinnamon and chocolate, creating a comforting embrace for your senses. With their easy smiles and gentle demeanor, the baristas craft each cup with care, turning a simple drink into a work of art. Customers huddle in cozy corners, lost in their books or typing away on their laptops, united by a shared love for this haven of peace.

In this liminal space between night and day, where shadows dance with light and whispers linger in the air, the late-night coffee shop offers a refuge for weary souls seeking solace in a cup of warmth and the gentle hum of quiet companionship.

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Logo design elements

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Logo design elements

Construction

The logo is meant to be stacked. Alterations between all vertical and the same line length to the word “Haunt” were made smaller to fit an icon in line with the Typeface.

The Secondary is stacked and in line with the left side.

HAZY

HAUNT

COFFEE

Late Night Cafe

Kerning &

Tracking

The spacing between letters & words is equal and clear but they can sometimes vary depending the design space.

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Logo design elements

Continued

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Logo design elements

logo

don’ts

In case you’re curious, here are some examples showing how not to use the logo.

To make sure you always correctly reproduce the logo, just follow the tips in this guide.

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Color Palette

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Color Palette

Here are our shade values for our Hazy Haunt Coffee Brand

Using Pure Black & White is meant to compliment eachother and in some cases with other secondary colors.

Mood boards

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Mood Boards

Mood Boards

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Illustration Style

HAZY HAUNT Graphic Vibe

The illustrations give you a sense of how you might feel if your were to spend time at our establishment.

We tend towards linocut, stamps, and ink illustrations. Giving you a feeling of hand stamped personal gift.

The other elements we might use follow current trends, a feeling of mystery and chill environment.

Annnndd............CATS.

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Illustration Style

Illustration Assets

Here are the some examples of Illustration Assets we will be using the most.

As we use illustrations across all platforms, the structure and content of the visuals can vary.

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Icons

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Icons

Icons

Dessert

Boba

Fruit

Infused

CBD Additive

Almond Milk

Oat Milk

Soy Milk

French

Pressed

Snacks

Freshly

Ground

Espresso

Cold Brew

Coffee

Whipped

Topping

Chocolate

Spice

Tea

Energy

Boost

Location

Local

Organic

Phone #

Calendar

Calming

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Typography

Type Continued

ALL CAPS

lower case

_Under_score

Underline

Strikethrough

JA Jayagiri Sans

ALL CAPS

lower case

_Under_score

Underline

Strikethrough

JA Jayagiri Sans Rough

ALL CAPS

lower case

_Under_score

Underline

Strikethrough

Breathing

ALL CAPS

lower case

ALL CAPS

lower case

ALL CAPS

lower case

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Mockups

Mockups

Marketing

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Coffee

Label

Design

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Coffee Label Design

Mockups

Mockups

mew.

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Thank You

I have continued to make improvements that I have learned from GD1, such as my need to overcompensate when I am unsure or need help getting what I am trying to do right. I learned new things about my design process. I struggle to be in tune with the process if I don’t have some motivation. That could mean anything from being unsure about the concept to not feeling influenced by the vision, or it may be overly complicated. Over the last two quarters, I have seen how much variation I can have in my graphic design work. I can have an eye for many things and somewhat mold myself to the customer’s needs. I will always need to work on this actively, though, because of my inner artist, my need for what I see in my mind’s eye to come out on the design instead of the eyes of the customer.

I understand that several steps are involved in creating a poster or billboard, and the process can vary depending on the client’s requirements. During my GD1 course, we mostly worked as our own clients, and we learned the importance of creating individual pieces and their placement in the larger picture. However, looking back, I should have paid more attention to the consistency of design assets, as some discrepancies in weight and line created tension despite the designs looking good together. Simplifying the designs and improving their readability made them more transferable to other mediums, such as t-shirts or coffee bags.

Paying attention to the details is crucial when it comes to designing. For instance, one needs to ensure readability and consistency in design. Although I had some knowledge about it in GD1, I came to realize its importance when I had to create different assets and mockups with a single design and typeface. It was crucial for me to follow specific design rules for the particular brand I was creating, especially with the style guide. I learned that it’s not just about what looks good to me but also about considering the preferences of others. Although I have a good eye for design, everyone’s perception varies, even when looking at the same thing. It was interesting to receive feedback from multiple people in the class, including Lynnara, as it gave me insight into how my work was interpreted in their minds.