Creative Process Journal

Group Work
Brand Communication

Owais Ahmed Farooqi P7392400

Sivaperakas P7392230
Brand Communication Table of Content

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Contents

1.0 Research, analysis & Insights Page 03

2.0 Mind mapping, Ideation & Moodboards Page 11

3.0 Sketches Page 17

4.0 Tight Sketches Page 19

5.0 Colour Sketches Page 21

6.0 References (Design influences) Page 23

7.0 Prototyping Process Page 25

Brand Experience Research, analysis & Insights Week 1

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Research, analysis & Insights

Brand Experience Research, analysis & Insights Week 1

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Mojo Cafe Brand

Our main task was to develop the cafe brand we have
chosen Mojo Cafe, a space where you can enjoy a cup
of coffee while listening to rare vinyl records. With the
concept of Music and Coffee. It is specialized in manual
brewing coffee, turntable, high end audio system and
space where you can feel the special, relaxation and
comfort.

The meaning of Mojo Cafe has been consistently applied

to logotypes, songs and various graphic applications.
Brand Experience Research, analysis & Insights Week 1

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Project Objective

To gain an accurate senses of the business’s needs, We

conducted research by collection facts, quotes, articles,
relevant to the business, and mind mapping. We also
developed a prototype persona, collected relevant Cafe
Experience patterns, and gathered typography that reflect
the feeling and identity of the brand.

By creating a visual system with a logo branding, website

and menus, this cafe will better be able to communicate
their brand’s purpose.

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Brand Experience Research, analysis & Insights Week 2

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Competitor Studies
Once we have identified the project objective the next step for us to worked on identifying Mojo Cafe
competitors. We analyzed their website, location, audience, visual and concept.

Starbucks
Brandmark (logo)

Starbucks logo is a twin tailed Siren with green and

white as the main colors. It is inviting like an air hostess
with a quaint smile. That welcoming pose is luring,
and it is memorable. The celebrity holding on to the
latte gives a unique dining experience that is hip with
youngsters.

Brief Background

The brand credibility is there since the anchor products

are coffees, latte and has regular customers and fans.
The website offers a variety of cold and hold drinks,
snacks and pastries and a set of unique merchandise
for collection. It also proudly mentions the carbon
footprints it has that resonate with people who are into
environment consciousness.

Coffee Bean & Tea Leaf

Brandmark (logo)

The colour of the logo is just the brown organic look

with a basic shape of coffee bean and tea leaf as the
motif. The simplicity and easy to remember logo is
iconic and gives a much enticing feel for a cafe.

Brief Background

The products have a variety of products for both coffee

and tea and different types of flavors. The website
shows online stores selling these products as well as
different equipment for the consumers. The good
feeling is the factor that brings the consumers, and
the brand makes consumers regular attendance. The
unique selling point is its brand and luxury feeling.
Brand Experience Research, analysis & Insights Week 2

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Brand Vision / Mission

The Mojo Cafe is a place for like minded music and coffee lovers who work in the CBD area of
Singapore. It provides high quality coffee and a sound system to allow you to enjoy the details of
the record on a cup of coffee.

It is not about only sipping a coffee it’s about enjoying a coffee at a level which makes you feel
like the music is really all around you and part of you.
Brand Experience Research, analysis & Insights Week 2

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Mojo Cafe
Personality Is
Open

Sensitive

Unique

Warm

Friendly
Brand Experience Research, analysis & Insights Week 2

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Difference
Discover a wide variety of rare record
or just a place to experience the pure
blissful high-quality coffee in a lounge like
environment.

Benefit
Provides a warm and relaxing atmosphere
to enjoy music and coffee with friends.
It also gives a unique experience and
shifting away from mainstream cafe
concepts.
Brand Experience Research, analysis & Insights Week 2

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Madeleine Clark DEMOGRAPHICS

Age 31
Location Novena
Education BFA in Arts
Job Creative Designer
Family Lives with parents

PSYCHOGRAPHICS

Highly influential, Outdoor personality,

Enjoy good coffee, Like music and cafe
hopping, Technological savvy, Like
trying new cafe concepts, Drink 3 cups
of coffee per day, Spend leisure time in
cafe and Discover new cafe and music.

MOTIVATIONS

A place to decompress, meet new

people after a hectic day. A quiet place
to enjoy coffee where she enjoys music
with like-minded people. Relaxing
atmosphere that is inviting and relaxing,
deals and coupons, meet new people,
cozy seating, social media engagement
incentives for discounts.
Brand Experience Mind mapping, Ideation & Moodboards Week 3

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Mind mapping, Ideation & Moodboards

Brand Experience Mind mapping, Ideation & Moodboards Week 3

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Analysis
Once we had a clear understanding of the brand, we moved forward by creating brand graphs and charts. Because
of this, we were able to understand the characteristics of the brand. This then informed my choices when creating
visual branding mood boards.

PICTURE OF SENDER

PHYSIQUE PERSONALITY

Logo, abstract shapes and lines. Open, Sensitive, Unqiue, Warm,

Friendly.

Mojo
RELATIONSHIP CULTURE

Human connection and Believes that community

Cafe
celebration of cluture by members should feel safe to
gathering. express theslevers in the space.

REFLECTION

People of any background who SELF-IMAGE

want to gather and feel fulfilled
by more than superficial means. Unique, non-judgemental and
gathering. feels like home.

PICTURE OF RECEIEVER
Brand Experience Mind mapping, Ideation & Moodboards Week 3

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Mind mapping
After we had a clear understanding of the brand DNA we worked on the mind mapping to brainstorm and captured
relevant concepts and narrowing in on the most viable options. It was a great way to kick start the ideation part of
the logo design process.
Brand Experience Mind mapping, Ideation & Moodboards Week 3

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Ideation
Once we have done with mind mapping our next step to work on the rudimentary sketches It a great way to
explore ideas quickly and without regard to a finished quality.
Brand Experience Mind mapping, Ideation & Moodboards Week 3

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From this sketch we capture the idea of Mojo

Cafe typeface we wanted the typeface to
look organic, funky and vibrant. (Please refer to
highlighted section).

From this sketch we capture the main essence

of logo mark we continuous line drawing to
gives the effect that it could be unwound or
unraveled. (Please refer to highlighted section).
Brand Experience Mind mapping, Ideation & Moodboards Week 3

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Moodboards
One ideation process is completed we worked on art direction. This is time to distill visual research into a concise
plan of artistic intent through the use of a moodboard.
Brand Experience Sketches Week 4

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Sketches
Brand Experience Sketches Week 4

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Sketches
Brand Experience Tight Sketches Week 4

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Tight Sketches
Brand Experience Tight Sketches Week 4

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Tight Sketches
Brand Experience Colour Sketches Week 4

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Colour Sketches
Brand Experience Colour Sketches Week 4

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Colour Sketches
Brand Experience References (Design influences) Week 5

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References
(Design influences)
Brand Experience References (Design influences) Week 5

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Logo References
Brand Experience Prototyping Process Week 6

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Prototyping Process
Brand Experience Prototyping Process Week 6

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Final logo Development

After working through ideation and concept sketches we worked on blueprint for refining the logo using Adobe
illustrator so that logo infinitely scalable without quality loss or pixelation.
Brand Experience Prototyping Process Week 6

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Vertical logo for display and signage. Horizontal logo for web and digital media.

Color variation for logo mark

C 45% M 70% Y 76% K 52%

R 88 G 54 B 41

HEX #583629

Background variation for logo mark

C 2% M 3% Y 7% K 0%
R 248 G 243 B 234

HEX #f8f3ea
Brand Experience Prototyping Process Week 6

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Corporate Stationary Prototype

Brand Experience Prototyping Process Week 6

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Brand Application Prototype