Revitalizing A Local Favorite Cafe Through Design
Koffee?
DURATION
4 Weeks
ROLE
Graphic Designer
TOOLS
Adobe Illustrator
CLIENT
Koffee? is New Haven’s third-wave coffeehouse, known for its commitment to fresh, healthy, and natural food and beverages. It serves as a community spot for students, professionals, creatives, and locals. The café offers more than just coffee. It’s a space for art, conversation, and connection.
THE PROBLEM
PROBLEM STATEMENT
Koffee? struggled with inconsistent customer engagement and lacked a cohesive brand identity across digital platforms. Their email newsletter was inactive, and their social media presence was minimal, missing key customer retention and loyalty opportunities.
GOALS
Improve brand recognition through cohesive visuals
Increase customer engagement and loyalty
Design email blasts and social media graphics that inform and excite the audience
THE PROCESS
DISCOVERY AND RESEARCH
I started by evaluating Koffee?’s existing brand materials and online presence. Their social media pages were rarely updated and lacked consistency. I also noticed that their email newsletter had not been used in months, which presented an opportunity for re-engagement.
BRAND AUDIT
Koffee?’s primary color is a rich red that matches the bricks of their interior. Their logo combines two typefaces with custom adjustments. The groovy, expressive font used in their slogan reflects the warm and creative personality of the café.
CUSTOMER PERSONAS
I created three user personas based on location and brand values to better understand their audience.
DESIGN EXPLORATION
INITIAL DESIGNS
In the early stages, I explored combining photography with illustrated textures. The goal was to create a visual tone that felt artistic, approachable, and aligned with Koffee?’s vibe.
ITERATIONS AND FEEDBACK
Based on feedback, I adjusted layouts and design elements to better align with the café’s vibe. The final iterations emphasized legibility and brand consistency across email and social platforms.
FINAL DESIGN
Email Blast 1
Monthly events overview with dates, themes, and general info.
Email Blast 2
Weekly Favorites feature highlighting top food and drink items, and book club updates.
Email Blast 3/Newsletter
Seasonal menu promotion with images, descriptions, and a CTA to explore more.
STYLE GUIDE
TYPOGRAPHY
I paired the typefaces Raleway and Soda Cream to reflect Koffee?’s playful and welcoming personality. Raleway, a clean and bold sans-serif, provided clarity and structure, while Soda Cream added boldness and fun with its thick, expressive forms.
COLOR PALETTE
The interior space inspired the palette. Brick red serves as the primary color, with two tints to complement the warm atmosphere, and cream provides balance and softness.
SOLUTION
IMPACT
By delivering a cohesive visual identity through emails and social media content, the project reintroduced Koffee? as an engaging and modern brand. Email blasts reactivated dormant subscribers, while social graphics created a visually consistent presence with their values and environment.
EXPECTED OUTCOME
Increase email open rates by reintroducing consistent and engaging content
Boost social media engagement through visually cohesive and relevant posts
Enhance brand recognition with a unified identity across digital platforms
SOCIAL MEDIA POSTS
RETROSPECTIVE
KEY LEARNINGS
This project taught me the importance of using mask layers and designing with screen dimensions in mind. I became more intentional about aligning each visual element with the brand’s identity. These technical and strategic skills strengthened my confidence in designing for digital platforms.
PERSONAL REFLECTION
This was a challenging yet rewarding experience. I had never created email blasts before, so I enjoyed learning how to structure content for a unique type of engagement. Exploring different layout options helped me grow creatively and think more critically about user experience.