ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel
  • »
  • Business and Employment»
  • Small Businesses & Entrepreneurs

Branding a Coffee Shop: An Effective Logo for an Unusual Name

Updated on June 6, 2013
Logo design.
Logo design. | Source

Mylk Uncookies is definitely an unusual name for a coffee shop but the vegans amongst you may already have a hint of what it offers: mylk is the name vegans use for a milk alternative. The owners of this coffee shop, which was opening in Cabbagetown, Toronto, had a dream to offer the local community raw vegan treats in addition to traditional tasty cakes for non-vegans. To complete the coffee shop name, they opted for ‘uncookies’ reflecting the fact that the vegan treats were uncooked.

Armed with this great name, the owners approached New Design Group with a request to design a great eye-catching brand for the coffee shop. The venue for the shop was to be in a less developed area of Toronto, associated with housing projects and discount shops. The main challenge was to attract clientele to this new coffee shop from the locality and surrounding Toronto neighbourhoods – it needed a strong, welcoming brand that indicated what type of treats were available in store.

The Plan of Action

New Design Group met with Mylk Uncookies to discuss the plan of action and they all agreed that the company name was fundamental to attract clients: vegans would understand that mylk referred to food suitable for them; non-vegans would be tempted to visit and find out more about the coffee shop whose name is a clever play on the traditional ‘milk and cookies’ that everyone enjoyed as a child.

Quite simply, the branding plan was to make the unusual name stand out loud and proud from every branded element, while appearing professional and friendly.

The Logo

New Design Group firstly developed some logo concepts which included a traditional looking ornate spoon in black and white, and four more modern designs, each combining three colours: brown to represent uncookies, white for mylk and turquoise to make the logo jump out from the design. The clients particularly liked the simplest logo where the coffee shop name was drawn in a simple, easy-to-read lowercase font. New Design Group then set about finalizing all of the branded materials.

The Branded Materials

The final design for the logo was created with plenty of colour. The first block is in dark brown and the subsequent blocks in different hues of turquoise. This formed a bold background for placement of the coffee shop name. To further emphasize what was on offer, the words ‘Espresso Boutique’ were included – clearly stating coffee was available in a small but perfectly formed establishment. The final design was so good it was used in the same format across all of the different items that were required: branded menus, business cards, signage for the coffee shop and bags for take-aways.

Client Response

The company owners were suitably impressed with their new company brand and were delighted with the boldness of the signage when it was erected at the coffee shop. This bright confident brand certainly caught the eye of passers-by and tempted them to come in and see what Mylk Uncookies was offering. And if they didn’t have time to stay awhile, they grabbed their take-away in a beautifully branded bag – effectively advertising the coffee shop to all the people they met on their travels.

Copyright 2013 Michelle Collins. New Design Group Inc.

www.newdesigngroup.ca

This branding project shows how a simple font can be effectively used in a self-assured design to call attention to it and spread the company name far and wide.

Copyright 2013 Michelle Collins. New Design Group Inc.

www.newdesigngroup.ca

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: "https://hubpages.com/privacy-policy#gdpr"

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)