Detour Coffeebar – Brand Identity
Turning a local passion for craft coffee into a modern, warm brand that resonates in-store, online, and across packaging.
Background
I worked closely with the founder to translate the ethos of Detour Coffeebar into a visual language that could scale across every touchpoint.
Context: local coffee enthusiast moving from passion project to full-time business
Objective: cohesive visual identity for physical and digital presence
Goal: approachable, modern, warm brand reflecting artisanal coffee
Case Information
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Duration
6 months
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Role
Designer
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Tools Used
Adobe Illustrator and Photoshop
The Challenge
The brand needed to convey warmth while remaining flexible enough to work across multiple media — from small coffee cup logos to a full vehicle wrap. At the same time, the identity had to feel distinctive in a crowded local food truck market while staying true to the founder’s vision.
My Approach
I developed a structured, flexible identity system that could grow with the brand:
Logo & Identity Development
- Explored the local café landscape to identify opportunities for a standout identity.
- Created logo concepts that balanced modern minimalism with inviting, handcrafted touches.
- Developed primary logo with accompanying thing logo mark to suit different applications, including digital, print, and merchandise.
Brand Application
- Designed menus, packaging mockups, and business cards to demonstrate brand flexibility.
- Ensured visual consistency across all touchpoints while allowing for playful, approachable accents in materials.
- Mock-ups were created with real-world applications in mind to help the founder visualize the brand.
Deliverables
- Logo suite (primary logo, simplified mark, monochrome version)
- Business cards, menu design, stickers
- Applied system across physical assets
Outcomes
- Cohesive brand identity reflecting founder’s vision and brand personality
- Consistent application across print, digital, and in-store touchpoints
- Flexible system for future expansions (seasonal packaging, merchandise, additional locations)
