lazybird
About
LAZYBIRD is a new up-and-coming coffee shop in Alameda, California. A coffee shop specializes in providing quality coffee for the locals yet missing visual brand identity and brand core values.
Initial Challenge
Lazybird's main problem was the lack of brand identity. The brand's visual representation was missing, except for the logo, yet it was not enough to help define the brand's identity and core values. Moreover, the initial logo concept was not consistent; it was represented differently in social media.
Research Process
Logo One
Logo Two
Lack of consistency
Consistency was missing. For starters, the logo needed to be consistent among all platforms. It was also lacking in scaling and color. As shown above, [logo one] was found on social media accounts, and [logo two] was on the company website.
All elements representing the brand were missing, from color to core brand values. Who is a lazybird? And what is its primary differentiation from the rest? The project required more in-depth research regarding the brand's core values to help define its brand identity.
Development Process
The process started by having an in-depth interview with one of the business partners to help understand the current direction the business was heading and the expected outcome. However, it was evident that a visit to the location was necessary to help identify the Lazybirds community to help identify the needs and wants of the community of Alameda to identify Lazybird's primary differentiation.
Initial interview
with Daniel [co-founder]
It helped define the coffee shop's brand's look and feel. At the initiative of the process, multiple options were offered: color, experience, services, and possible projects for the brand, including merchandise.
Visited location
The visit helped me understand the visual options that could help locals be more open to trying the new up-and-coming coffee shop [Lazybird] over nearby coffee shops [Lazybird is currently under construction].
Findings
Its main competitor was about a mile and a half away from Lazybird's location, yet it does not provide a place for guests to sit and enjoy their coffee.
Solution
The current problem of Lazybird Coffee was a lack of visual identity; there was a lack of consistency and visual representation. However, the solution was simple two visually different brand concepts presented could solve the current problem. These two concepts of information were obtained and suggested by the recent co-founder of the coffee shop [Daniel] during the interviews at the initial steps. Yet, it is up to the client to determine which idea better fits their business.
There are two different concepts presented to help identify the best visual identity for Lazybird.
Fun vs. serious
​Concepts Breakdown
​Concept One is all about bright colors, a family fun atmosphere, comfort, happiness, and vibrant energy—the idea is based on the initial ideas of the Co-founder [Daniel]. The coffee shop is centrally located in one of Alameda's most significant spots for families on the island, nearby parks where the neighborhood kids often have baseball games and regular play sessions for this reason. It is essential to have a coffee shop where all family members will feel comfortable after games with their parents or grabbing snacks before games.
​Concept Two is all about the community by focusing on quality coffee and providing a space where they can safely work to help relieve some of the pressure of having to work from home due to pandemic restrictions by providing a space to alternate from home. Moreover, designated pet areas will offer a welcoming atmosphere because pets are a big part of the community.
Decision
Concept One
Concept One got the go-ahead because it best fits the current community needs. The pandemic left many parents lacking locations they can comfortably and safely bring their kids to socialize. Concept one is fun and colorful, which helps stimulate their little brains. Moreover, there will be some revisions. Starting with including a pet-friendly space to help keep all family members together in one place.
Target Audience
DEMOGRAPHIC
Age: 37 - 45
location: Alameda, CA
Income: $65,712 - 104,756 annualy
Occupation: Management,
Business & Financial operations
Office & Administrative
Computer & Mathematical occupations
Education: Bachelors + Degree
Ethnicity: White, Asian & black
Religion: Catholic, Christian faith, Islam & Eastern faith
PSYCHOGRAPHIC
Attitudes: Friendly, family oriented, welcoming & adventurous.
Habits: Working from home, spending afternoons at near by parks and shops in the area.
Personality: friendly & family orientated.
traits: community and family based morals.
Lifestyle: active, friendly & adventurous.
Brand Guide
Personality
Lazybird is a company committed to providing friendly, fun, and comfortable atmosphere for the community of Alameda. The company's primary focus is on providing not just excellent quality coffee yet a space for making memories with love ones.
Typography
Color palette breakdown
Media Assets - Advertisement
Website/phone app
Logo
Do's & Don'ts
Color Palette
Logo / Merchandise samples
