Dilly Dally Concept Branding

Client: Classroom Project

Description: Through this project, we were to ideate an eatery and develop its brand identity. I chose to create a small, crunchy coffee shop known as “Dilly Dally Coffee & Co.” Utilizing warm, earthy colors, playful illustrative textures, and soft typographic choices, I brought this establishment to life. I loved considering how my brand identity would appear across a variety of collateral, and thinking about how hypothetical clientele would interact and respond with each component.

Before starting most projects, my first step is to mood board. For Dilly Dally, I initially envisioned a small, locally-run coffee shop tucked away in the mountains, though the requirements of this project would cause me to upscale a bit from my humble, preliminary intentions. Additionally, I was inspired by retro mascots and type styles in my mood boarding and sketching.

Ideation

Examples from mood board

Sketches

Logo

Full Logomark

Shortened Logomark

Color Palette

Typography

Much of this project consisted of creating collateral for Dilly Dally. The first and primary business system included a logo, a menu, a letterhead, an envelope, and a business card. After those, I had to consider how my established design work would translate across a variety of other media.

Collateral & Mockups

To wrap this project up, we were tasked to create a full, comprehensive branding and style guide for our restaurant. This document included things such as a mission statement, logo variations, specifications, and parameters, and typography and brand assets in-use.