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.
Gallery
Mock-Up of Product Packaging
Brand Identity & Color Palette
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?
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