Beam Coffee Bar – Brand Identity & Storefront Design Services: Brand Identity, Packaging Design, ...Beam Coffee Bar – Brand Identity & Storefront Design Services: Brand Identity, Packaging Design, ...
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Aron Koehoorn
• Jun 16
Beam Coffee Bar – Brand Identity & Storefront Design
Services: Brand Identity, Packaging Design, Custom Iconography, Storefront Design, Merchandise
About the Project
Beam Coffee Bar is a modern, neighborhood coffee spot that doesn't take itself too seriously, but takes its coffee very seriously. The goal was to create an approachable, highly recognizable, and uplifting brand identity that brings a pop of color and personality to the daily coffee routine.
The Challenge
The third-wave coffee scene is often dominated by ultra-minimalist, moody, or hyper-industrial aesthetics. The challenge for Beam was to break the mold by designing a visual identity that feels incredibly fresh, playful, and inviting, while still communicating the high quality of their espresso and baked goods.
The Solution & Design Choices
Logo & Typography: The custom "beam" wordmark features chunky, irregular, "cut-out" style lettering. This organic, slightly imperfect typography gives the brand a human touch and a playful, laid-back energy.
Color Palette: I moved away from traditional coffee tones and introduced a signature, vibrant pastel pink paired with off-white and a deep, dark roast brown. This high-contrast palette makes the brand instantly recognizable and highly "Instagrammable."
Custom Iconography: To add charm across all touchpoints, I developed a set of quirky, hand-drawn line art icons featuring a croissant, a muffin, stacked coffee cups, a moka pot, and a stylized character enjoying a brew.
Packaging & Merchandise: The playful aesthetic was rolled out across various physical items, including pink "Snackbags" for pastries, custom coffee cups with personalized name spaces ("This is your Cappuccino, Laura"), branded receipts, and "beam & Friends" punch cards for community loyalty.
Storefront Design: The brand comes to life on the street level with a striking pink-and-white striped awning, crisp window decals featuring the custom iconography, and a clean, brightly lit shop sign that makes the café an unmissable local landmark.
Deliverables
Primary Logo & Typography System
Custom Illustration & Iconography Library
Packaging Design (Cups, Snack bags, Receipts)
Merchandise & Loyalty Cards ("beam & Friends")
Physical Storefront Branding (Awning, Signage, Window Decals)
Looking for a brand identity that stands out in a crowded market? Let's collaborate and bring your vision to life.
Brand DesignBrand StrategyVisual DesignAdobe After EffectsAdobe IllustratorAdobe InDesign
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