This was a self directed project. I wanted to create a rebranding project for Second Cup Coffee company. I chose Second Cup because Second cup is an aging brand in a crowded marketplace with consumers trending away from its offerings. Second Cup realized it is losing relevance with both its core audience and with young coffee drinkers. An economic downturn, increasing competition, decreasing brand consistency and a dated retail experience are among some of the most leading conditions the company is confronted with.

My goal was to create a new, clean graphic branding system, sophisticated colour palette, fresh signage, re-imagined retail packaging and menu system application, alongside corporate and retail collateral and a new naming convention. I wanted to fully immerse into the brand, helping identify Second Cup’s core differentiators, strengths, and opportunities for building a more relevant consumer centered brand while targeting their young audience.

I first started by developing a creative brief to illustrate marketing, advertising, pinpoint design goals, identify demographics, and other key details. I then created a brand book using Adobe InDesign, followed by brand collateral using Adobe Illustrator and Procreate. Finally, I developed a marketing campaign with Stanley to increase sales using Adobe Photoshop.