Lavoura

Coffee and Wine Bar

About the Project

Academic Work
Project Details: Brand Development, Website Design, Packaging
Completed as a Solo Project
Tools Used: Adobe Illustrator, InDesign, and Photoshop

Lavoura is a playful yet glamorous coffee and wine bar inspired by its root archetype and values. The playful yet classy and glamorous feel speaks to artists and creatives as a bit of inspiration, whether that is coffee in the morning or wine in the evening.

Brand Identity and Values Research

What Makes a Lover Archetype

A lover archetype creates a relationship with consumers through their values and by creating the best experience. It is often adopted by the beverage and food industry, always striving to go above and beyond to create an emotional response and loyalty, knowing they will always be taken care of

Nelson, Reynna. “Brand Archetypes: The Lover.” Astute Communications, 31 Jan. 2020, astute.co/brand-archetypes-the-lover/.

Ideals of a Glamorous Brand

A brand that embodies glamour creates visual appeal through creating an environment that is aesthetic and social media worthy to appeal to consumers’ desire to portray a glamorous and idealized life.

Probst, Emmanuel. “Using Glamour to Build Brands.” Branding Strategy Insider, 15 July 2022, brandingstrategyinsider.com/using-glamour-to-build-brands/.

Ideals of an Experimental Brand

An experimental brand is always willing to try new things and ways of doing things, all for improvement. They are willing to try trends and take calculated risks, such as changing their branding, trying different platforms, or new marketing or advertising strategies.

The Starship Agency. “Brand Experimentation .” Medium, 25 Sept. 2019, medium.com/@starshipagency.

Ideals of a Realistic Brand

The realistic value is used by brands that understand the consumer, what they want, and have realistic ways of obtaining their goals in providing for the consumer. They don’t set unrealistic goals or standards and have specific goals and targets rather than vague wishful thinking.

“Core Brand Values: Why They Are Key to Differentiating Your Brand.” OpenAsset, 25 Sept. 2023, openasset.com/resources/core-brand-values-differentiating-your-brand/.

Ideals of a Progressive Brand

The progressive value is embodied by brands that strive to be better and consistanly stays aligned with the changing values, needs, and expectations of their consumers. They are dedicated to their purpose, innovation, and engaging with their audience.

Parker, Daney. “What Defines a Progressive Brand?” PRmoment.Com, 29 Sept. 2020, www.prmoment.com/pr-research/what-defines-a-progressive-brand.

Brand Identity

Vision Statement

We strive to provide an empowering coffee and wine bar so people can be inspired in the morning and evening

Mission Statement

Our goal is to provide a community that helps to cultivate creativity and artistry through coffee to start your day or wine to end your night.

Who We Are For

For the go-getters, Lavoura Coffee and Wine Bar is the best coffee to start the day and wine to end the night, so they can continue to do what they love.

Values

Glamorous

We strive to create an experience through coffee. To have a moment and a space that is creative, fun, and allows you to step back and be immersed in a different and new world.

Experimental

Be bold and innovative: We are not afraid to try new things, because you never know what beauty can come from it.

Progressive

We believe in pushing the boundaries of what we create through coffee and our brand. Change is not just going to happen; we need to inspire and take steps forward to make it happen.

Realistic

We understand that a better future and life may seem out of reach, but we also know that a step forward is still a step in the right direction. We believe in helping to inspire and create a better future.

The core values and mission statement deeply influence the overall branding to seamlessly create a classy, playful, and cohesive brand. From there, the rest of the branding, like color palette and imagery, flourished.

Visual Identity

Moodboard

Color Palette

The primary high-contrast colors, dark coffee brown and white, aid the feeling of glamour, referencing a modern take on The Great Gatsby. To contrast these two colors and bring the playful feel back in are various shades of red and pink, including a wine red shade and a lighter taupe color, to pull all the colors together.

Typography

Primary: Title, Heading, and Secondary Logo Font

Accent: Button and Coffee Packaging Font

Body: Body Copy Text in Website and Marketing Materials

Logo Development

Top three logo variations

Previous secondary logo options

The logo mark features a custom font to effectively evoke a glamorous feeling with a Didone font to match the overall visual aesthetic. The full brand includes four logos, each for a different purpose, and icons of a coffee mug, a to-go cup, and a martini glass symbolizing the variety of drinks one can order.

Final Branding

Packaging

Website

Website Mockups

Site Map

Final Website

The website is an extension of the project created as another brand asset to create a full-rounded, glamorous, sophisticated brand with an even wider reach.