Jenny Chiang
Queens Cupping
Abstract:
My project is a branding identity for Queens Cupping coffee shop that sources beans from women-powered roasters and educates its customers about gender equality in the coffee industry; the brand concept will focus on the following
qualities: women-oriented, expensive, upscale, artisanal, and sustainable. I will use full length and portrait photography of women in the coffee industry, flat and geometric illustration, minimalist design style, and recyclable packaging
material to show the brand concept and what it stands for.
The coffee shop will target women in their early 20s to late 30s. I will design an identity system (logo/business card/letterhead/envelope), infographic poster, three Woman of the Month posters, a Tasting Wheel poster, menu, informative
postcards, retail packaging (coffee bags, cups, stickers), website, Instagram page, a branding style guide, and environmental graphics mockup.
Brand Guidelines
Identity System
Project Elements
Logo Stickers
The logo stickers are a way to brand efficiently on eco-friendly cups & to add to giveaways and promotions for brand recognition. This contains soley the logo.
Business Cards
Two sided business card. One side is for business, the other side is a loyalty program. Seven stamps to a free coffee. For the stamp, Queens Cupping uses a lip stamp that embellishes the idea of the lip stain on the cup.
Menu
A table top menu placed on coffee tables & front cashier. It must always be unfolded, crisp and clean. This is a straightforward menu on the type of coffees we serve. The coffee origin includes the farm name & the flavor notes for coffee preference.
Stationary
Simple place to write down anything from coffee cupping information to typed up business deals.
Envelopes
Branded envelope to match identity system assets.
Postcards
Postcards create awareness about the coffee that Queens Cupping is promoting and selling.
Digital
Website
The Queens Cupping website features photographs and texts about women coffee producers along with menu and shopping information.
Visit the website at https://jencvisuals.wixsite.com/queenscupping
