Allegro Coffee Rebrand
Getting to know Allegro Coffee
Allegro Coffee is a unique coffee shop that I found most fascinating due to its powerful message of using only organic ingredients for its coffee. Located in Boulder Colorado, Allegro Coffee has many great things to offer that make them stand out from other local coffee shops. The only thing it really struggles with is its logo and brand design.
Content Audit
After reading through their website, Facebook, Instagram, yelp reviews, and google maps, I was able to determine what the customers love most about Allegro Coffee, which gave me a direction for the rebrand.
Target Audience Persona
Allegro Coffee is located in Boulder, Colorado. Based on that information and photos of customers enjoying the shop, I concluded that the target persona (main customers) are people from multiple age groups such as college students, parents, and retirees.
Sketching Logo Ideas
I wanted to make a logo that was simple yet creative that would illustrate the theme of Allegro, which is organic and natural, so I sketched some ideas that would personify the brand with something that the customers could relate to.
Logo Creation
For my logo, I decided to go with the fonts Nobile and Helvetica. I was able to stick with my plan to keep it simple and I decided to make the o in Allegro the handle to a coffee cup with a leaf growing out of it to symbolize the organic nature of the company. For the color palette, I chose to use a coffee brown and a dark green for the logo. The color green represents life, which is great for describing what Allegro is all about.
Packaging and Merchandise
Expanding the Allegro Coffee brand will allow it to reach more customers who will form a stronger relationship with the brand beyond coffee. With my package design skills, I created a k-cup box and a coffee cup. I also created designs for a T-shirt and a classic grounded coffee bag.
Conclusion
This rebrand taught me the importance of designing for the customer in a way that will connect with them. Pretty colors and nice illustrations mean nothing until they serve a purpose and successfully send a message to the right audience.
