Another freelance project! A client had asked me to create a logo for a new business venture he was pursuing. The business idea is a mobile espresso bar that can be taken to weddings, festivals, parties, etc. and specialty espresso drinks are made and sold on-site. Yes Please! There has been a real surge in the mobile food business in the last few years, and kudos to him for taking advantage of its popularity. His goal was to introduce a brand that was elegant and sophisticated, while being fun, modern and friendly, with a trendy, but vintage Italian flair. Whew! The name of the business is Caffe Stella, and the client wanted to incorporate stars somehow, since Stella is "star" in Italian. We went through quite a few rounds of revisions on this one, until we got it right. The goal is to have the logo displayed on signage at the physical espresso bar/counter, and also on cups and napkins on the bar. Marketing materials such as business cards and brochures will come later.
I began with research of coffee shops colors and designs. Boy, is there a lot of inspiration out there on this subject! Being a coffee addict myself, this research was right up my alley; and made me want a cup of joe!
The first sketches/mock-ups consisted mostly of sophisticated, elegant designs and I threw a few modern ones in there to make sure the client knew what he wanted J. Some, I found, were a little too sophisticated for his taste. He narrowed it down to two designs, and after getting a consensus from friends and family, finally decided on one, along with color palette (thanks to his wife, for helping to navigate that decision!).
The final design contains elements of sophistication, simplicity, freshness and warmth. Overall, I’m happy with how it turned out, and thankfully, so is the client. I can’t wait to see it at work at the espresso bar – and to grab a cup too! Below is a look at the design process, from mood board, to sketches, to digital drafts to the final design.
Peace & Love,
Mood Board
Initial Sketches
Hand Lettering Sketches
Digital Drafts
Digital Drafts
Digital Drafts
Digital Drafts
Digital Drafts
Final Logo