---
title: Portfolio - Brand Identity
description: Discover how Tet Strategies developed a cohesive brand identity and targeted local launch plan to drive community engagement and awareness.
---

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## Brand Strategy, Visual Identity & Local Marketing

## Brand Strategy, Visual Identity & Local Marketing

### **Case Study**

## Hey Cutie: Coffee & Cocktails

*From Sketch to Shelf: Building a Comprehensive Brand Identity for Hey Cutie.*

**Context:** A conceptual coffee and cocktail lounge positioned in the historic and trendy Inglewood neighborhood of Calgary. The brand needed to bridge a morning-to-night transition—appealing to daytime remote workers, students, and evening social crowds. 

### THE CHALLENGE

- Brand Differentiation: Design a distinct, inviting, and sophisticated brand identity that stands out among established local competitors.
- Product Integration: Develop an integrated morning-to-night product offering, spanning specialty espresso to evening cocktails.
- Community-Led Strategy: Create a local marketing strategy focused on neighborhood partnerships and high-retention promotions without relying on large corporate ad spend.

![hey cutie 1](https://www.tetstrategies.ca/hs-fs/hubfs/hey%20cutie%201.jpeg?width=500&height=543&name=hey%20cutie%201.jpeg)

## Gallery

![hey cutie coffee bag](https://www.tetstrategies.ca/hubfs/hey%20cutie%20coffee%20bag.png)

#### Mock-Up of Product Packaging

![Hey cutie color palette](https://www.tetstrategies.ca/hs-fs/hubfs/Hey%20cutie%20color%20palette.png?height=2000&name=Hey%20cutie%20color%20palette.png)

#### Brand Identity & Color Palette

![hey cutie menu](https://www.tetstrategies.ca/hubfs/hey%20cutie%20menu.png)

#### Example of Food Menu / Visual Layout

### Visual Identity & Brand Architecture

- Built around three pillars—Coffee, Community, and Connection.
- Developed a custom owl logo symbolizing wisdom and approachability,
- A sophisticated vintage palette (black, white, greens, creams with a red accent)
- Retail packaging extensions for shelf impact. 

### Integrated Marketing & Community Campaigns 

- Local neighborhood partnerships with art galleries, bookstores, and pet shops,
- Weekly artist workshops featuring gallery walls and signature drinks
- Strategic morning-to-night promotions like happy hours and daily specials. 

### The Strategic Takeaway

**The Impact:** Delivered a complete, turnkey brand ecosystem that transitions seamlessly from a cozy daytime coffee shop to an artsy evening cocktail lounge.

**Client Value:** Ability to handle a brand from initial pencil sketches and market positioning to retail packaging design and community-driven experiential marketing.

#### Ready to build a memorable brand from the ground up?

[Let's talk about your project](https://www.tetstrategies.ca/contact-us)

---

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