Dilly Dally Branding Identity
Client: Classroom Project
Challenge: Create a fictional restaurant and design its logo, brand identity, collateral, and a style guide
Description: For this project, I chose to brand “Dilly Dally Coffee & Co.” - my own little Smoky Mountain coffee shop. I utilized warm, earthy colors, playful illustrative textures, and soft typographic choices to bring this cute, yet upscale little cafe to life. I had fun considering how my brand identity would appear across a variety of collateral, and thinking about how customers would interact and respond with each component.
Before starting most projects, my first step is typically mood board. For Dilly Dally, I knew I wanted a crunchy coffee shop tucked away in the mountains, though the requirements of this project would cause me to upscale a bit from my humble, initial intentions. I was also inspired by retro mascots and typographic choices.
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. In this project, my additional mockups included storefront signage, a to-go coffee cup, a pastry bag, an apron, packaging for the house blend, a ballpoint pen, a memo pad, a billboard, coasters, a sidewalk sign, a vehicle, and an Instagram ad.
Collateral & Mockups
Menu
Letterhead
Envelope
Business Card
Hanging Signage
Window Signage
Coffee Cup
Pastry Bag
Apron
Signature House Blend
Ballpoint Pen
Memo Pad
Billboard Advertisement
Coasters
Sidewalk Signage
Delivery Vehicle
Instagram Ad
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.
Branding & Style Guide
Branding & Style Guide Highlights
Overall, I really enjoyed this project. Being able to go in depth with my design work and consider it in a multitude of ways was a new experience for me, and I enjoyed how thorough I was able to get. Creating the Branding & Style Guide felt redundant at times, but seeing it all come together with the logo, typefaces, colors, and mockups resulted in a satisfying finish.