Brand Redesign Identity Package

Bean On A Mission is a Point Edward cafe and roastery whose redesign was inspired by its name, cafe interior, and the coffee making process itself. The logo uses a distressed font like the typography and texture on burlap sacks carrying coffee, while the linework (also distressed) is shaped like a bean and also leads the eye along a path like a ‘mission’, a thoughtful interpretation of the brand name itself. Throughout the identity package, the arms of the linework are extended and curved which creates a consistent design and a unique aesthetic. The overall design carefully balance textures, colours, and images in a simple, fresh way that speaks to the the target market of established professionals, retired older adults, and coffee aficionados. The redesign compliments and takes inspiration from the interior space ensuring a cohesive brand that is beautifully designed and will increase favourable opinion and awareness of the company.