Aloha Brew Coffee Bar
H O N O L U L U , H I
Aloha Brew Coffee Bar began in 2016 with a desire to share aloha through unique drinks in Hawai`i. Now a beloved mobile coffee shop on Oahu's west side, they’re well known for their diverse flavors and the espresso-loving community they have built.
This case study aims to refresh Aloha Brew's visual identity to showcase its personality, inviting more people to join the throngs of others who just can’t stop saying, “Aloha Made Me Brew It!”
W O R K
Visual Identity
Business Cards
Packaging Design
Apparel/Merchandise
D E S I G N
A L I G N M E N T
Aloha Brew has a straightforward website with essential details about their business. However, most customer interaction and updates happen on their active Instagram account. This presents an opportunity to align their website and social media for a smoother connection, making it easy for customers to link the two seamlessly.
E X I S T I N G
L O G O
Seeking to attract a broader male customer base, they anticipate that a redesigned logo will generate excitement among existing patrons and draw in new ones. Implementing the updated logo on merchandise, packaging, and apparel will bolster a uniform and easily recognizable brand presence across all online platforms.
C H A R T I N G T H E
D I R E C T I O N
Direction and mood were shaped by exploring personality through adjectives, the vibrant colors of Hawaii, the culture of food trucks, and Aloha Brew’s tagline, "Aloha Made Me Brew It."
mobile. fun. lively. familial. adventurous. curious. creative. friendly. inviting.
Mood Board 1
Mood Board 2
C A F F E I N A T E D
I D E A T I O N
First, abstract explorations of the mood board imagery were considered. A particular challenge was steering clear of conventional images like a coffee mug and steam. Subsequently, inspiration from various coffee brewing methods led to the exploration of additional options.
C R E M A O F
T H E C R O P
Feedback on concept sketches was essential to assess their viability and appeal, with a focus on ensuring a unisex design. Top ideas were selected, named, and delved into more deeply.
"Road Trip"
"Coffee Marked"
"The Brew Machine"
E S P R E S S O
E L I T E
The Finals: Road Trip VS. Coffee Marked
M A R K E D
W I T H J O Y
Aloha Brew crafts memorable and flavorful combinations that leave a lasting impression on the tastebuds. Aloha Brew enthusiasts are passionate about the joy they feel after grabbing their favorite drink, so much that they can’t help but share. It was crucial to capture this spirit in the branding, and the "Coffee Marked" concept fit the bill best.
Drawing inspiration from the coffee stain image, the letters were loosely constructed to mimic the blending of liquid on a surface - the lasting impression, unique to each beverage. The logo mark features the A in the coffee stain circle, rotated to resemble a "play" icon or button, illustrating the cup of Aloha Brew that kickstarts any day, project, or adventure ahead.
