Coffee Cat Brand Guidelines

brand identity

CafĂŠ Au Cat In many cities people are not allowed to or cannot afford to own a pet. If a person in this situation decides to get one anyways, there can often be dangerous consequences for the pet and the owner.

Owning a pet has many benefits but not everyone is prepared or able to commit to their own pet. This often leads to neglect and can hurt both parties.

This is where Coffee Cat comes in. Based off of cat cafes found in Korea and Japan, Coffee cat provides a safe space for people and cats to interact. Every cat at Coffee Cat is a rescue, taking cats off the streets and out of high kill shelters. Visitors even have the option to adopt them directly from the cafe given they pass the adoption requirements. With Coffee Cat we hope to foster community and kindness to animals and to help both the people and the cats to have a better life.

Visual Elements

Anatomy of the Mark Based off of a coffee cup and the form of a cat, this abstract geometric mark represents the playful yet sophisticated brand of Coffee Cat. The circles are meant to represent a sense of togetherness and community as well as to enhance the playfulness of the brand. Two versions and three color options of the mark provide flexibility and variation for the brand. Through imitating the movement of poured coffee the mark can be animated to further this brand identity as pictured in the storyboard pictured (right).

Cute, Minimal, Sophisticated, Fun This is what makes up the Coffee Cat Brand.

From photographs of cats and families to the warm color palette, everything is geared towards making both the cats and the people feel at home.

Gold (#fbaf3f)

Warm Brown (#9a6331)

Black (#000000)

Typography & Icons Coffee Cat’s icon system, made to resemble cut paper, is utilized throughout the branding for navigational purposes as well as graphic elements to enhance the visual language.

The four icons represent hot drinks, cold drinks, food, and adoption.

The brand also utilizes three typefaces, Coffee Service, Times New Roman Italic, and Avernir.

Coffee Cat and Times New Roman are utilized in the visual mark and are intended to be used more as supplementary typefaces.

Coffee Service is only to be used for short pieces of text (key words or phrases). Avernir is intended for body copy of longer chunks of text and on professional documents such as stationery and here in this brand guidelines booklet.

Coffee Service Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*( )

Times New Roman Bold Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*( ) Times New Roman Regular Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*( )

Avernir 95 Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*( ) Avernir 65 Medium AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*( ) Avernir 35 Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 0123456789 !@#$%^&*( )

Applications

Stationery Business cards, letterhead, and envelopes for a unified paper communications experience.

Coffee Cat Salads

Sandwiches

add chicken to any salad for $1 extra

add any small salad or soup for $2 comes with choice of chips, fries, or fresh fruit

Caresse Salad $4 whole wheat penne with organic basil pesto & fresh mozzarella

House Salad $3

mixed greens, cranberries, pecans, goat cheese, & balsamic vinaigrette

Cesar Salad $3

mixed greens, rosemary olive oil crutons, parmesan cheese, & classic Cesar salad dressing

Grilled Cheese $3 caramelized onions, cheddar, american, & mozzarella cheese

Green Goddess $4

zebra tomatoes, mozzarella, avocado, cucumber, lettuce, sprouts, & herbed mayonnaise on sourdough

add flavor or espresso to any drink $0.50

House Coffee or small $2 medium $2.50 large $3

Specialty

small $2 medium $2.50 large $3 Cappuccino Espresso

Bagel Sandwich $3 choice of bagel with egg, cheese, & sausage

Soups

Pastries

Soup of the Day $3

Pastries $2

Classic Tomato $2

Hot Drink

Mocha White Mocha

Latte (with flavor sh Caramel Latte Chai Latte Hot Chocolate

Steamer (flavor sho

Bagel $2

with parmesan crutons add grilled cheese $1.50

with cream cheese or butter, hummus add $0.50

Black Bean $2

Cookie Plate $2

Cat friendly o please do not

ks

Cold Drinks

shot 0

add flavor or espresso shot to any drink $0.50

Tea

Iced Tea or Coffee

hot)

ot)

options are available t feed cats from menu

small $2 medium $2.50 large $3

Frozen

small $3 medium $3.50 large $4 Mocha White Mocha Caramel Latte Chai Latte Hot Chocolate Creme (flavor shot)

Smoothies strawberry banana berry berry coconut small $3 medium $3.50 large $4

The Menu An important part of any food service business, menus immediately communicate the look and feel of the restaurant and effectively draw in customers. Available online and in store, the menu is Coffee Cat’s first line of communication with patrons. Coffee Cat’s menu is health conscious and vegan/vegetarian friendly to ensure that everyone can enjoy our company.

The Web From contact information to the menu, the website allows us to reach out to a wider audience. Through links to social media and a simplified mobile site, connecting with us has never been easier.

Interior and Exterior Signage The interior and exterior of Coffee Cat are intended to be minimal and well lit with natural light to communicate cleanliness and enhance the experience for the visitors and the cats.

Less clutter means a safer, more comfortable environment for everyone.

Other Applications T shirts, aprons, coasters, coffee cups, to go boxes, and vehicles; the Coffee Cat brand is flexible. It’s playful nature adds to any product and through it’s application it creates a cohesive image throughout the store.

Enjoy

Thank You! Bonnie Babb-Cheshul Autumn 2014 Design 4103 Professor Paul Nini