At CG-DDS we place your vision and story as the forefront for where we go next and we start with the three W's, Who, What and Why.

Our Client is a trendy and creative café that brings life to it's customers not just by it's great food and beverages but by it's lively atmosphere and colourful persona.

They offer great treats while often providing live music and entertainment for all to enjoy! They offer spaces for events and also bookings for business gatherings and meetings.

They are different to most cafés or coffee shops by it's eccentric interior design and sustainability missions. They thrive to give their customers something to remember whether they come in for a coffee or stay for the open mic night. They want give a 'pop' element with everything they do!

Cloud Brand wanted to understand how they can create something that would always be connected to their brand. They needed to understand where they were at and how they could keep innovative measures captivating without risk of falling off track.

Cloud Brand ultimately wanted to expand and in doing so they wanted to make sure with every franchise and product/services provided they were keeping to the heart of the brand nationwide and eventually worldwide.

They wanted to make sure their personality was shown throughout all their marketing, keeping the message consistent and clear of who they are!

After review we dove deep into what Cloud Brand already was understanding their communication and their presence towards their audience.

First we thought about the message and naturally had to work with typography. Each time the process will differ but for Cloud Brand it was clear typography was not needed as the focus. Their goal was to have everything 'pop' and even their logo generates that vision so we though pulling back on any typography that would be too flashy and give something simple.

We broke it up into three categories Primary, Secondary and Accent.

We looked at simple San serif style fonts that could do the job with delivering the message they needed without too much attention.

Overall Cloud Brands Colours are simple, we have pink, lots of it. However as we looked deeper it wasn't just the pink that was causing them to stand out but it was the complimenting colours around it.

So we made sure they knew just what was creating attraction with their colours!

We noticed that it wasn't just the main pink that as being seen but also white, blue and black as additional. Therefore we placed these as staple colours when building the brand Kit for them to keep them aware of something they may not have noticed.

Their logo speaks for it's self with it's bright colours and loud message but as always it's not easy to imagine what it looks like in real terms.

Cloud Brand's vision was franchising and expanding so we gave them a show of what some products they have/will use would look like with their branding.

As Cloud Brand had stated they wanted to let others understand their sustainability and also be a brand to stand out so we looked at the way they communicate with clients.

We used a few examples of messages for product sales or window shop styled posters that we could enhance.

We used two they already had and shifted their voice to match their vision.

Example 1 - We have great tasting coffee for a coffee shop! Right?

Change - A Burst of Flavours - Unique blends fitting for a trendy store, don't you think?

Why - The same message in a different way. They are edgy, so lets show their uniqueness in how they communicate too. The first version spoke well and gave a cliché statement, the new gave a mix of market trend and personality. We also made sure to add rainforest alliance badge to should sustainability.

Example 2 - Sale 50% Off for Click and Collect orders only, tasty just for you

Change - Flash Feast Sale - 50% Off Click and Collect Order Only - Tasty treats for your favourite yums!

Why - Personality is key when wanting to stand out and by creating a fun message brings an compelling pull towards the offer. The first message statement was clear and direct but the second gave felt the customer was informed and being related to. 50% meant more to eat and more to 'feast' on for their favourite treats.

Overall we saw that they already had what they needed to proceed to towards their vision they just need the understanding of what their message was, how their brand reflected on their products and most importantly the template needed to keep their consistency and duplicate their business keeping the heart of their story.

The visual board is a poster we can provide that gives your customers a feel towards your brand message. For Cloud Brand we made a summer showcase Brand Kit Poster so they could see what themes would work with their brand.

Thank you for reading and hope you check out our other work projects!

Check out our Brand Management and Collaboration Project to understand more about what SSDPs are and it's significance for both designers and clients.

©️CG Design and Development Solutions (CG-DDS) Chioma Gordon