Deadstock Coffee Redesign Goals:
- Consistent Branding
- The Redesign Reflects Brand Messaging
- Streamlined Packaging for Brand Reliability
Project Brief:
- While redesigning for Deadstock Coffee, a small coffee shop in Portland, I was sole designer.
- I was given a few weeks to meet the redesign goals and I outline the process below.
Brand Research
I wanted to review the deadstock brand from all angles. This process involved looking at their physical location, their social media, their customer base, and of course their current products and design. My conclusion was that the brand, while focused on community impact struggled to widen their consumer base due to inconsistent branding.
Brand Foundation
I wanted to reflect the owner’s history in the sneaker industry because it is a foundational part of his brand messaging. I created the mood board above to help illustrate the concept I had in mind.
I was able to extract a color palette, pattern, and type for the brand redesign by referring to my research and mood board consistently.
The next step was the logo. Above you can see my process as I played with shape and imagery to design the final logo.
A major part of the redesign for Deadstock was reworking their packaging to fit their brand goals. I decided to use illustrations to reflect their community character all using the same color way for their brand.
Social Media
The final touch was their social media. I designed posts that would closer reflect their messaging and had higher marketing potential. It was important to me that they reflected their story as well as their brand quality in their posts as their prior posts were mostly of the owner and the business without a selling point.
Project Outcomes
This project was a great lesson in brand continuation throughout sectors of marketing. As the previous brand design lacked a clear path it was important that the redesign not only focused on this but allowed the redesign to stand on its own. Through social media, product design, brand research, and animated marketing I believe I was able to achieve the brand’s goals and reach the desired result.
