The Gilbert
Client
Conceptual
Deliverables
Logo
Brand Identity
Creative Direction
Packaging
Year
2021
The Gilbert Coffee Shop x Concept Visual Identity
This brand identity was highly inspired by my personal obsession with coffee and pastel colors. At the time, I was also working as a barista at a coffee shop in Los Angeles (& doing freelance on the side) and that allowed me to have an insightful knowledge of what was needed the most for this specific kind of client, but also fantasize of what my dream local coffee shop would look like.
While brainstorming for the visual identity, I knew I wanted to explore the idea of reviving the 70s inspired checkerboard pattern, combined with a chunky typeface and pastel color palette. The combination of the three gave life to the retro and friendly look I'm presenting here.
✹ LOGO DETAILS
The boldness of the letters is playful and approachable, suggesting a welcoming environment.
REASON BEHIND THE STICKERS ✹
As I barista, I was aware of how expensive customization can be for cups, bags, wrapping paper etcetera. At the same time, I've also been one of those tired employees, having to stamp those same cups and bags in order to brand them correcly, whenever there was some time off during the day.
That's how I came up with the stickers: easy to use, cheaper than print when bought in bulk and extremely adaptables.
✹ ABOUT THE MENU
The look for the Menu is very minimal: recycled paper, a retro-looking monospaced typeset, and the Gilbert signature checkered pattern.
The second custom pattern, which contains the G logomark, can be seen on the back of the menu but is also used for bakery wrapping paper, bags, and coffee cups as well. Reminder: the stickers are always handy to quickly seal the bags.
SOCIAL MEDIA ✹
This is what I imagine the Gilbert social media account to look like:
filled with "camera eats first" kind of photos and aesthetic moments from customers and their freshly brewed coffee. I also decided to re-use the stickers as branding stamps, making every post reshare ready!
