The Challenge

Family Room Coffee had an internally crafted design, that slowly molded into its own brand identity. While there was familiarity, and a clear design perspective, it lacked structure as a whole identity system. Family Room Coffee’s new endeavor to expand and grow into the market, has pushed them out of their comfort zone and are ready to tackle any boulder on their journey to bring out this much needed change.

The Solution

At its core, Family Room Coffee speaks as a brand that makes relationships and conversations last. The basic story is that this coffee shop is where it all happens. Their previous logo illustrated a room (resembled by a speech bubble) filled with people (resembled by dots) that took the form of a dotted F – the café’s familiar insignia.

Keeping the vision to cater to the “relationship and conversations” concept that the coffee shop is attached to, our team crafted an idea around this to make a logo that looks modern and fresh. The speech bubble adopted a contemporary twist, and took the form of a conversation bubble as we see on our phones. We made sure the dots remain an important part of the logo and throughout the brand, to maintain its familiarity.

In our contribution to the branding, Encrea Studio provided moodboard style guides to ensure that the brand was applied correctly into the physical space. Afrah, Founder of Family Room Coffee, made a huge effort to ensure that this new branding was implemented into the physical space with absolute care and attention.