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    The document provides an update on the re-branding of 38 Coffee Lab including proposals for the brand architecture, tagline, colors, and applications. It outlines a 3 stage brand architecture starting with establishing the brand through a coffee shop and potentially expanding into a lifestyle brand and franchises. Two tagline options are presented: "Coffee Works" with dual meanings of workplace and craftsmanship. New branding colors inspired by Medan's small lorries are shown along with applications of the brand identity to posters, paper bags, cups, business cards, signage, uniforms, and copywriting style.

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    The document provides an update on the re-branding of 38 Coffee Lab including proposals for the brand architecture, tagline, colors, and applications. It outlines a 3 stage brand architecture starting with establishing the brand through a coffee shop and potentially expanding into a lifestyle brand and franchises. Two tagline options are presented: "Coffee Works" with dual meanings of workplace and craftsmanship. New branding colors inspired by Medan's small lorries are shown along with applications of the brand identity to posters, paper bags, cups, business cards, signage, uniforms, and copywriting style.

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    © All Rights Reserved
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    12 views41 pages

    Brand Architecture, Color, Tagline

    Uploaded by

    digi art
    The document provides an update on the re-branding of 38 Coffee Lab including proposals for the brand architecture, tagline, colors, and applications. It outlines a 3 stage brand architecture starting with establishing the brand through a coffee shop and potentially expanding into a lifestyle brand and franchises. Two tagline options are presented: "Coffee Works" with dual meanings of workplace and craftsmanship. New branding colors inspired by Medan's small lorries are shown along with applications of the brand identity to posters, paper bags, cups, business cards, signage, uniforms, and copywriting style.

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    of 41

    38 Coffee Lab

    Re-Branding 2018 SANROK Studio


    0 1 INT RO 2018 SANROK Studio

    Continuing from our last meeting, here’s the


    update for brand architecture, more design
    exploration, and tagline discussion.

    Today’s discussion:
    — Brand architecture
    — Tagline discussion
    — New brand color & application
    — Copywriting style
    About Brand 2018 SANROK Studio

    Architecture
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    me& brand architecture will be in


    3 development stages.

    Stage 1: Stage 2:
 Stage 3:


    Coffee Shop Lifestyle Brand Franchise Expansion

    Building me& brand awareness Once the me& brand is Bigger expansion to another
    by associating it with coffee established, another business location with more flexible
    shop first. branch can be started (co- branding, name, and unrelated
    working space, eatery, goods) business, but with me&
    operational standard.
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    Reference: The Goods Dept

    The Goods Dept


    ______

    The Goods Diner


    The Goods Cafe
    The Goods Coffee
    The Goods Burger
    ______

    Eateria by Goods
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    Stage 1 Stage 2 Stage 3

    eatery fatbelly
    beans bittercups
    goods goodies

    me et
    me et al
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    Stage 1 Stage 2 Stage 3

    eatery fatbelly
    beans bittercups
    goods goodies

    me et
    me et al
    Stage 1:
    Coffee Shop
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    Stage 1 Stage 2 Stage 3

    eatery fatbelly
    beans bittercups
    goods goodies

    me et
    me et al
    Stage 2a:
    Lifestyle brand
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    Stage 1 Stage 2 Stage 3

    eatery fatbelly
    beans bittercups
    goods goodies

    me et
    me et al
    Stage 2b:
    Co-working space, business-oriented
    0 2 BRA ND A RC HI T E C T U RE 2018 SANROK Studio

    Stage 1 Stage 2 Stage 3

    eatery fatbelly
    beans bittercups
    goods goodies

    me et
    me et al
    Stage 3:
    Franchise expansion
    About 2018 SANROK Studio

    The Tagline
    0 3 TAGL IN E 2018 SANROK Studio
    0 3 TAGL IN E 2018 SANROK Studio

    Coffee Works—the dual meaning

    01
    As in “Workplace”

    There’s no end on how coffee shop


    could be related to work: conducive
    place, neutral ground for business
    meeting, and coffee always works
    everytime you need it.
    0 3 TAGL IN E 2018 SANROK Studio

    Coffee Works—the dual meaning

    02
    As in “Craftsmanship”

    Another side of coffee shop: creating


    the perfect brew, perfect roast, perfect
    water and temperature ratio. It’s almost
    like an art, just like how people would
    say “wood works” or “metal works”.
    New Brand Color & 2018 SANROK Studio

    More Applications
    0 4 NE W BRAN D C OLOR 2018 SANROK Studio

    Inspired from Medan’s small lorry:


    0 4 NE W BRAN D C OLOR 2018 SANROK Studio
    0 4 BRAN D A P PLICAT ION— P O ST E R 2018 SANROK Studio
    0 4 BRAN D A P PLICAT ION— P O ST E R 2018 SANROK Studio
    Visual Identity

    A shape of coffee drips—simplified and


    refined.

    =
    0 4 BRAN D A P PLICAT ION— PA P E R BAG 2018 SANROK Studio

    Stickers/Seals Paper bag (Front & Back)


    0 4 BRAN D A P PLICAT ION— C U P S & BAG 2018 SANROK Studio

    Region : Region :

    Variety : Variety :

    Roasted on date : Roasted on date :

    Jalan Dagan No.2h, Sekip, Medan Jalan Dagan No.2h, Sekip, Medan
    Petisah, Sekip, Medan P etisah, Kota Petisah, Sekip, Medan P etisah, Kota
    Medan, Sumater a Utara 20113 Medan, Sumater a Utara 20113

    @kopimedan @kopimedan
    +62 899 9890 98 78 +62 899 9890 98 78

    me-dan.c o me-dan.c o
    0 4 BRAN D A P PLICAT ION— B US IN E S S CA R D 2018 SANROK Studio
    0 4 BRAN D A P PLICAT ION— SIG N SYST E M 2018 SANROK Studio
    01.
    02.
    03.
    04.
    05.
    0 4 BRAN D A P PLICAT ION— U NI FO RM 2018 SANROK Studio

    Barista Waiter
    0 4 BRAN D C O LO R A LT E RNAT IV E 2018 SANROK Studio
    0 4 BRAN D C O LO R A LT E RNAT IV E 2018 SANROK Studio
    0 4 COPYWR IT IN G 2018 SANROK Studio

    “me and—”
    The copywriting’s approach lean
    towards long sentences, with a touch of
    hyperbolic description starting with the
    phrase “me and”. A bit witty without
    trying to be comedic, keeping its
    presence subtle.

    Paper Bag
    0 4 COPYWR IT IN G 2018 SANROK Studio

    “me and—”
    The copywriting’s approach lean
    towards long sentences, with a touch of
    hyperbolic description starting with the
    phrase “me and”. A bit witty without
    trying to be comedic, keeping its
    presence subtle.

    Paper Bag Seals/Stickers


    0 4 COPYWR IT IN G 2018 SANROK Studio

    “me and—”
    The copywriting’s approach lean
    towards long sentences, with a touch of
    hyperbolic description starting with the
    phrase “me and”. A bit witty without
    trying to be comedic, keeping its
    presence subtle.

    Posters
    0 5 W HAT ’S N EX T 2018 SANROK Studio

    We’d love to hear from you. Give us a call if


    you need further discussion about these
    concepts :)
    Thank you 2018 SANROK Studio

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