With everything changing so quickly, a brand’s visual identity must be endlessly adaptable.
start small, with aspirations to grow quickly. The creators of new brands
embrace the idea of rapid change, and they need visual identities that have the
potential to adapt to a future that is very different from the present. By
working with entrepreneurs we are continually learning about the role of visual
identity in rapidly changing circumstances. As the pace of change accelerates,
even the biggest brands must constantly adapt. That’s why all the visual
identities we create are infused with entrepreneurial spirit: They have
unlimited potential to adapt to any new challenge or opportunity.
Dripp is a new concept for a coffee shop with a twist. In
addition to serving premium coffee and tea, Dripp also offers a range of
artisanal ice cream sandwiches and other crafted treats. The first location was
to be a testing ground for new ideas, so we had to create an identity for a
concept that might change. At the same time, our client wanted the brand to
feel well established from the day the first location opened.
Our solution was inspired by the past, but with a modern
attitude. The logo looks like a classic script that – like the perfect scoop of
ice cream – is soft, creamy and on the point of melting. We created a series of
posters that stylistically harken back to early 20th century café
advertising, but designed with tongue-in-cheek wit and iconic simplicity that
are distinctly 21st century. The posters define the visual identity
through a distinctive color palette, a bold illustration style and quirky hand
drawn typography. Their playful attitude and unmistakable look show up
everywhere. The cookie box is a miniature oven and the cookie bag, an oven
mitt. We created a few other key elements like the menu board and staff
t-shirts and collaborated with Dripp’s interior designer to infuse the first
café with our color palette and playful attitude.
The identity is clearly defined, but endlessly adaptable. This
enabled our client to work with local agencies to create the web site, ongoing
point of sale materials and lots of other stuff. The result is a brand that is
full of surprises, but surprisingly consistent.