Mary Lou’s Coffee House Rebrand
The Guidelines
We were asked to choose a local coffee shop with a logo that could use reworking. After deciding on a brand, we were tasked with creating a new logo, brand identity, and new products. This project would spam across multiple classes and be used to create a final web post and design booklet, showing off our progress.
Choosing a Coffee Shop
When thinking of coffee shops with a logo that could use work, the first shop that came to mind was Mary Lou’s. I had seen commercials for them and was fairly familiar with their brand. I liked the general vibe of the coffee shop and felt the bright pinks and fun colors was an interesting identity. I also felt like this would be a good challenge for me to experiment with something outside of my usual color range.
Creating a New Logo
The first step in designing a new logo was sketching out potential logos. I wanted the logo to convey that Mary Lou’s is a coffee shop while also not losing their vibe.
Once I decided which design I wanted to stick with, I digitized it and began introducing color. This is where I struggled a bit. I wanted to stay true to Mary Lou’s pink theme but I also wanted the logo to be more classy.
The first step in designing a new logo was sketching out potential logos. I wanted the logo to convey that Mary Lou’s is a coffee shop while also not losing their vibe.
Once I decided which design I wanted to stick with, I digitized it and began introducing color. This is where I struggled a bit. I wanted to stay true to Mary Lou’s pink theme but I also wanted the logo to be more classy.
Finalized Logo
White Space, Target Market, and Brand Identity
In order to determine what Mary Lou’s main focus should be, I analyzed the shops around Mary Lou’s location in order to find any whitespace. I found that the location I focused on only had one Dunkin nearby. Mary Lou’s is very unique and has a lot of different flavors that Dunkin does not offer which allows plenty of space for the shop to take advantage of. I next would need to improve the value proposition. I decided that the original value proposition, “best coffee in town” was vague and didn’t say much about the brand. I revised the value proposition to “a delightful way to start the day.” This new value proposition is more defendable and also represents the brand better.
Designing a Mobile Mockup
I needed to create a mobile app for Mary Lou’s. In order to do this, I first designed a basic wireframe and then added in the Mary Lou’s branding. I made a layout for three separate pages: the home page, menu page, and an item page
Once I finalized the wireframe and made some extra mockups, I imported images to my app design. I finished by adding the home screen design to an in-hand mockup.
Designing Additional Product Mockups
Using the new logo and color pallet, I designed several mockups for different products. These products included a variety of cups and mugs in order to promote reusability. I also designed a recyclable coffee bag design and a gift card.
Designing a Brand Booklet
Finally, I created a booklet that would then be printed and made into an interactive PDF which featured my process when rebranding Mary Lou’s.