Death Before Decaf is a fictitious coffee shop that would have a few locations throughout Florida. The theme that was meant to be displayed is a sort of dark and edgy coffeehouse feeling. The purpose is to still feel cozy while also having an element of grittiness and a unique quality. The logo is supposed to appear as maybe steam from a hot coffee, but it's vague enough that this could be interpreted other ways that also fit in the branding (i.e. fire, smoke). The distressed appearance further pushes the edgy narrative and is most likely to attract a younger target demographic.
A lot of people are unsure of what some coffees are made up of, so I found it an interesting idea that Death Before Decaf would illustrate on the menu what these drinks actually consist of. Wanting to still keep that edgy feeling for the menu, there is still a sense of chaos, but it's kept in an order that is very clear to read and easy to understand. The menu size is 8in x11in so that people of all ages could find it easy to read. High contrast was used, also, to create a better visibility.
The coffee bags they would sell at their store brandish the company logo, but also include a little information on what type of coffee is in that specific bag. The white makes this stand out more on the brown bag and customers' eyes will know directly where to be drawn to quickly locate a certain type of coffee bean. The coffee cups are just another part of their branding you would find in the store. These are their to-go cups that would be seen by anyone who crosses paths with the customer in public while they're enjoying their coffee, to further help spread awareness of the brand.
The t-shirts are the same logo as well, but can be sold as merchandise and also worn by the employees. The little logo on the front is just big enough to read from a distance, but the big logo on the back gives that emphasis. It'd preferably stay a light-on-dark design, but could have variations. The t-shirt would feature 2 different designs for the back. Much like the skull on the first design, there would be many more artist collaborated designs for sale with the same logo on the front.
The buildings the coffee shop resides in would be brick buildings in downtown areas, and they would be painted black to contrast the white logo. The logo would also be featured on the tinted windows of the shop.
The website is a scroll-through site that includes all of the most important information about themselves. Their contact information is located easily at the bottom, and you can also find their store locations, menu, and shop from their site. I stuck with the same overall color scheme and gritty textures, but added photos for better context. These tone down the colors and create that cozy feeling to the coffee shop.
