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How Chris.moody started their logo design journey
Red Velvet Coffee
Coffee carts (permanent) in key inner city brisbane venues such as Fortitude Valley, West End etc
Located in very trendy suburbs with lots of potential competition—needs to stand out -- in elegant way!
Catering for the coffee lovers in office buildings in the area
As well as coffee, will have pre-made, quality sandwiches and snacks (such as cupcakes for sale)
Contemporary, Modern, Edgy feel -- think Melbourne coffee but sunnier!
Outdoor carts in beautiful sub-tropical weather
As reference only-- the name 'red velvet' refers to 'Red Velvet Cupcakes' are New York Style cupcakes -- see magnolia cupcakes website for reference -- NOTE: Red Velvet Coffee is inspired by this name and should not be referenced back to cupcakes at all.
Beautiful coffee, trendy locations, fantastic service
Mostly takeaway but some seating available for casual 'meetings'
The idea is to develop one or two carts straight away and then replicate these through corporate structure or franchising models therefore concept will be repeated across a carts, retail stores etc
Tell us a bit about who you are and the people you reach
Office workers in the surrounding buildings—male and female (diverse age group)
Drive through traffic (as we are located just off a main roads)
Those who like getting out of the office for a good coffee and fresh air
There are no current good coffee shops in the specific areas we are going into
> logo which can be applied to a range of media: from the stainless steel type cart, business cards, uniforms (caps, t'shirts, aprons), business cards, web, blog, order forms, invoices, coffee cups, umbrellas, bollards
> needs to be robust enough to work in black and white for forms, and colour for web as well as one colour for embroidery
> have developed own brand / blend of coffee so take home coffee beans / ground coffee for home / office use
> red velvet coffee potentially could be stocked in other cafes (not just at red velvet coffee carts) therefore the brand needs to stand alone (refer to T2 stores in Australia -- would like similar feel but for coffee!)
> need files in all digital formats editable eps, jpg, tiff and any other to allow us to use in all applications
> an identity ie, the graphic treatment of the background or other graphic elements that form the identity, need to be considered as part of the visual language