El Cafecito is a cafe start up based in Nanaimo, BC, planning to open in early 2015. It will be an Old World coffeehouse that will open following the acquisition of another local coffehouse as well as a renovation. I came on to help with the rebrand process. As part of that initiative, El Cafecito primarily requested a logo, some preliminary brand elements and website landing page to post news and updates.
The customer that frequents El Cafecito places great importance in face to face social interactions, He may be connected but recognizes that the person in front of him is the most important person at that moment. El Cafecito customers may be well traveled and miss a place where to relax with really good coffee and really good pastries.
The lunch time customer wants something to keep her going until dinner but won’t settle for prepackaged sandwiches and microwave soup. She has the palate to tell pancetta from bacon but thinks it’s really cool that the foccacia her panino is on was made that morning in the back, besides, it’s very tasty.
Music/poetry night is filled with local artists and art students from the local university. It’ll be hard to close on those nights, herding cats is not as easy as it sounds.
Business people will meet at El Cafecito because they are value conscious and El Cafecito offers better value than its price. Because it provides such an amicable atmosphere, El Cafecito is a great place to hash out deals.
The process as usual, was collaborative as I sketched out several directions, always emphasizing that El Cafecito would be a place of conversation. The client ultimately preferred the aesthetic of some cups in conversation. Some of my sketches are below.