March 2020 |
Naming and brand identity for a coffee shop chain in Leicester, UK.
The expansion of coffee culture in the past 20 years has boomed, globalisation has pathed the way for more digitally connected brands and business, in turn, the hospitality industry matured at greater scale. Due to a consumer nature of sharing our food, drinks and our surroundings on social media, coffee has joined the family of photogenic food & drink. In the UK, coffee now overshadows the stereotype ‘the British love tea’ and whilst they still do, coffee is now one of the biggest markets in Britain.
Tucked comfortably in the West-Midlands suburbs, JOY COFFEE BAR wanted to represent the love for coffee in this new age with a brand that embodied what it means to go to a coffee bar. TROKIT understood that it’s more than the taste or the smell, but the sense of community and socialising. With close communication between TROKIT and the owners of JOY, the agency developed a brand that echoed the friendly aspect of what makes a coffee bar special.
The naming was a primary factor. ‘JOY’ precisely represents the feeling, the name is short and sweet making it catchy and memorable. The advantage of having a short brand name is that it’s easily adaptable for digital marketing and design.
TROKIT developed a signature typography, the components of the typography compliment the symbol placed below the name. The symbol is displayed to represent a smile and with this, it provided coherence in the brand from name to elements of the logo. The very smile that customers will show, is one that the brand also felt like it had to bring to the table.
The end product delivered, in a way that connected what the brand’s values are and its position in the local community. JOY was now in full motion to start employing their identity not only in the local community but now with an online presence.
