Brunswick (part of the Coffee Blend Group) needed to scale its operations from a local coffee shop model to a national franchise-level brand. This required a robust visual system capable of maintaining consistency across multiple physical and digital touchpoints.
The Challenge:
Consistency in Expansion Growing a brand physically is risky; without clear rules, the identity dilutes. Brunswick needed a system that would look consistent whether applied to a coffee cup, a storefront sign, or a digital menu, regardless of the location size.
The Solution:
A Systemic Approach I moved beyond “logo design” to create a Comprehensive Brand System.
- Modular Identity: I designed visual assets that could adapt to different formats without losing recognition.
- Brand Guidelines (Normative): I developed a strict manual outlining usage rules for typography, color, and spatial application, ensuring that future franchisees could replicate the brand experience perfectly.
The Result:
Retail Readiness The new identity provided the professional foundation required for expansion, allowing the group to open new branches with a unified, premium look that competes directly with international coffee chains.
Beyond Coffee:
Unconventional Challenges
12-year partnership built on trust opens the door to unique collaborations. I provided technical design and illustration for a professional competition ring commissioned by the group’s owners—a testament to technical versatility far beyond the usual comfort zone.
