The Australian coffee house, Laguna, required a new identity that would echo it's strong Australian heritage whilst not looking like a tourist centre. Located on the Gold Coast in Queensland it has a large surfer/beach goer customer base. this post will also give an insight into the design process undertaken by TCOD with all projects.
BRIEF
Logo: A distinctive logo that can be used either large or small on many surfaces.
It must be colourful, friendly and relate to our customers (near the beach).
Uniform: Clean, simple and not expensive.
Cup / Napkin / Bag: Colourful and recognisable.
Website: A friendly, easy to use site that explains where it is, what it sells,
a sense of community or meeting place.
Menu Board: A clean design that will be easy to read and update.
Shop Signage: Welcoming atmosphere. Colourful and clear signage.Research
Taking inspiration from 3 sources: Aboriginal art, coffee shop images and the surf industry.
Brainstorming and Ideas
After gaining a valuable insight into what's out there in regards coffee, aboriginal and surf culture and imagery it all gets translated into the sketchbook through the THE CIRCLE OF DESIGN's principles:
CONTRAST / COMMUNICATION / BALANCE / ALIGNMENT / PROXIMITY / REPETITION / SPACE
Logo Development
Ideas from the sketchbook are developed into logos. They range from conventional to more radical. 
Final Logo Design
Ideas are thrashed out and whittled down to the final design with core brand colours. 
Uniform Designs
Maintaining the brand style and colours, as well as answering the brief, the uniform is casual, colourful and distinctive. 
Cup / Mug / Napkin / Bag Designs
Recognisable and colourful, it invigorates the standard cups... and will help with marketing in the community. 
