MOSAIC COFFEE

MOSAIC is an independent Toronto-based coffee bar that is Canadian and BIPOC founded. We aim to create an elevated coffee experience and friendly learning environment that is approachable to all.

We aim to enrich our shared Canadian experience by embracing cultural exchange in order to create an inclusive and refined guest experience. Offering a variety of espresso milk beverages, slow bar, and often hold workshops and community events.

The client wanted three basic concepts of the brand design, which was then narrowed down to one aesthetic. Changes were made according to feedback and revisions, design was adjusted to the client's needs.

Goals

To create an elevated coffee experience that is approachable to beginners and experienced specialty coffee enthusiasts. To present a welcoming, professional and warm environment.

In order to better understand the client's needs and goals, we asked them to fill out a branding questionnaire to gather insights on what concepts to explore. The questions covered a range of topics such as budget, aesthetics, styles, trends, demographics, colours etc.

After reviewing the questionnaire, we had a better idea on how to create a strategy and who the main demographic is. We then implemented those insights to three basic concepts which included a mood board, colour palette and typography.

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Challenges

✦ New users find it intimidating or unapproachable

✦ To create an elevated coffee experience different from corporate competitors like Starbucks

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Competitor Research

✦ Starbucks Reserve is one of the biggest corporate competitors that can bridge between average coffee drinkers to consumers who are interested in speciality coffee. They offer a unique AR system in their roastery that allows consumers to scan

✦ % Arabica Cafe is a Japan-based franchise that has grown to 101 global outlets in 17 countries. They bring specialty coffee and design together while offering a unique experience.

✦ Blue Bottle Coffee is a NYC staple that really caters to offering high quality coffee at an affordable price point. Coffee education is a huge part of their brand as they offer blog posts and video tutorials on their website and Youtube.

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User Needs

✦ A menu that is easy and approachable but different from corporate coffee chains

✦ Somewhere in the community to meet like-minded coffee enthusiasts and industry professionals

✦ Affordable drink options

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Personas

The target audience is ideally 25-34 years old with a steady average income of $50,000 - $75,000. This person understands our clients vision and approach of sustainability and shares identical values. This person has an interest on learning more about specialty coffee, cultural exchanges, how it is sourced and why it’s held at a higher standard compared to cheaper coffee from corporate chains.

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Moodboards

The mood board follows the theme of minimalism, hygge, warm, breezy. Containing warm neutrals and desert tones, along with a dark blue accent colour. Using colour theory in relation to emotions; these colours represent simplicity, natural, cleanliness, warmth, honesty and maturity, professionalism. All descriptive terms we would use to describe the brand.

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Colour Palette & Typography

The client gravitated towards Concept #2 with some minor switches from the other concepts, they preferred the heading typeface from Concept #1 and the colour "Midnight" from Concept #3 and adding a darker brown. I proceeded to switch "Urban Taupe" with "Eggshell" as it compliments well with "Midnight" and is much warmer. After further revisions, we added a terracotta colour "Saltillo", it pleasantly compliments the overall colour palette.

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Mockups

​We proceeded to prototyping the Instagram mockups which will be the primary social media platform used for marketing and community engagement, and with plans to also developed a Facebook page. The feed will follow the same themes and aesthetic as the brand with a mix of lifestyle, text, retail, product education etc.