Travis Wright

The Blend: Phase II

 Mission
Blend Coffee and Tattoo brings a community of the coffee lovers,
creatives, and professionals together in a textured, chic environment.
The Blend aims to provide great drinks, deliver a high quality tattoo
experience, and create a comfortable environment

Mission statement restated

 Objective
To invite a young hardworking community of people to enjoy great
coffee, get tattoo work, and network with people in a great location.

Brand Objective restated

 Attributes

Restate the 3 brand attributes

Relaxed
Relaxed
Inviting
Skilled
Direction 1
 Logotype

The spirit animal. This first direction is focused on a mascot (cheetah) showing the fierceness and more of the “skilled” attribute
 BLEND
CO F F E E & TATO O

Brand Mark

Brand mark shows sharpness and boldness

 APEX MK3
B E B A S N E U E B O L D

Type Family

Bold to medium
 HAND C

ALWAYS

RAF TED
BLEND
CO F F E E & TATO O
Signature

Signature incluses a strong focus on the brand mascot while bringing in a coffee shop/tattoo parlor feel
 Pattern

Pattern will be focused on brand mascot

 HAND C

ALWAYS

RAF TED
BLEND
CO F F E E & TATO O

Comparables
 Image Treatment

Image treatment would include grainy photo texture

 Mockup 1

Mockup would include elements from the brand signature as well as the mascot
 Mockup 2

Store identifier
 Mockup 3

Identifier for a store employee cap

Direction 2
 Logotype

Bold, strong lettermark for the main logotype

 ALWAYS
HAND
CRAFTED
CUBANO REGULAR

Type Family

Softer type for the main brand display type

 coffee & Tattoo

Signature

Signature is a bold yet soft stacking of the elements

Pattern
coffee & Tattoo

Comparables
 Image Treatment

Image treatment includes overlay of pattern

 Mockup 1

Mockup includes a strong brand identifier on a to go coffee cup

 Mockup 2

Store identifier
Direction 3
 b Logotype

The brand
Brand Mark
ALWAYS
ALWAYS
HAND
HAND
CRAFTED CRAFTED
HANDLER REGULAR Bajern

Type Family
b
Signature
 Pattern

Pattern gives the

Comparables
Mockup 1
Mockup 2
 Mockup 3
The Blend
Coffee
Direction
Chosen
The chosen direction I went with is direction 3. I feel this is the best direction that embodies both the coffee and tattoo elements of the brand. I also believe the brand
look and matches matches the attributes of inviting, relaxed, and skilled.