Graphic design

Branding

ESPRESSO EXPRESS

Espresso Express was part of a case study done for interface design as part of a University Project for my degree course.

Espresso Express was established in 2011 when it’s owner Arin purchased a small catering van and a second hand commercial coffee machine. Arin has since grown his fleet of mobile coffee carts to a total of 4 vans and has recently been given the chance to occupy a small shop space in the local town centre as part of local council project to promote local businesses.

DESIGNED BY

ANNI HAMER

Categories

LOGOS
BRANDING

The local university in partnership with the council are looking to improve access to work experience for students and have therefore offered the chance for a group of students to undertake a project to work with Espresso Express to develop the stores digital EPOS system.

Arin is happy using technology but doesn’t particularly see the need to change from the paper based system he has used for the past 7 years. He does acknowledge the benefits that a digital system can bring to his new store. He is keen that the new technology enhances the customer experience but does not slow serving customers.

The requirement of the project is to create an EPOS system that allows the customer to purchase goods such as coffee, cakes and sandwiches and track stock usage. Arin is working on tight profits and needs to spend the minimal amount of money developing the system. As the store is a start up with no prior system or equipment your recommendation for a hardware infrastructure is also required with costings, the budget for hardware is £5000.
Arin would like to have at least two hardware options to be detailed to allow him to make a decision on which solution would be best for the business. Training for the two new employees is essential as they have no experience of using EPOS retail systems this must be addressed as part of the implementation of the new system. As there are a number of local coffee shops in the area Arin would like to offer some form of loyalty scheme and wants this integrated into the final solution.

Creative Process

“Graphic design will save the world right after rock and roll does.” –
I wanted the observer to know it was a mobile coffee business which is why I included the van element in the logo’s final design. I wanted to show movement, so I added the lines to the van element.

I chose the font to be relaxed yet professional. As it is a catering business, I didn’t want the final logo looking too coporate.

The brown in the logo represents coffee and the green represents speed. “green light go”.

Client Brief

Espresso Express was established in 2011 when it’s owner Arin purchased a small catering van and a second hand commercial coffee machine. Arin has since grown his fleet of mobile coffee carts to a total of 4 vans and has recently been given the chance to occupy a small shop space in the local town centre as part of local council project to promote local businesses.

Design Demographic

The business was designed to appeal to the early morning visitors which would mostly be made up of men and women going to work. I gave the design a relaxed yet professional appeal.

 

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