When tasked with choosing a small to medium-sized business that needed a visual redesign, I thought of a local coffee shop that I often frequent. Flux Coffee was established in 2010 on the West Coast and began brewing and bottling cold-brew coffee in kegs and bottles. After relocating to the East Coast, specifically Farmingdale, New York. Flux Coffee has since committed to providing a fully educational, customized, ethical coffee experience for its customers.

I defined the problem that necessitated a visual redesign to enable Flux Coffee to showcase both its educational and fully customized coffee experience for customers, while leveraging the aesthetic of its relocation to Long Island, New York, thereby becoming a native Long Islander’s go-to coffee experience.

Then I began researching how Flux Coffee currently treats its audience to define the needed changes. Flux Coffee needs to continue prioritizing our customers’ needs and wants. Our customer profile is made of the following traits that, when combined, create the perfect brew of a Flux Coffee Customer:

• Coffee Lovers
• Those who prioritize ethical consumption and coffee harvesting practices 
• Long Island Natives
• Those who are willing/ or want to have a full Immersive and customized coffee buying experience

After establishing a basis for our audience or customers, I began researching our competitors. Flux Coffee’s competitors can range from the following, and it’s Imperative that we utilize this redesign to become stand-outs in the market:

• Fast Coffee Chains (Starbucks, Dunkin’ Donuts)
• At-Home Coffee Brands (Nespresso, Keurig)

 After establishing the audience and competitors, I combined these insights to develop a new slogan for Flux Coffee. I created the following comprehensive slogan for the brand. Flux Coffee prioritizes a fully customized, educational coffee experience tailored for Long Island Natives. Our Slogan should reflect that experience: 

“A Coffee Experience Curated for Long Island” 

Then I consider how the name fits into the new brand identity for Flux. I decided that Flux Coffee still works as the name for our redesign. However, with the new branding and logo redesign, our values and who we are as a company will be clearer to our customers.

Then I began to develop and further clarify the brand’s values. Flux Coffee prioritizes the following aspects:

• Ethical harvesting and roasting of coffee
• Creating fresh, high-quality, and customized coffee beverages for every customer
• Educating customers about our entire coffee-brewing experience and persona.

Following the values, I began to develop and consider the language and how it would align with the company’s mission. As already established, Flux Coffee prioritizes a fully customized, educational coffee experience tailored for Long Island Natives. Our staff will be welcoming, educational, and chatty with our customers to create an inclusive community, and this language will be carried over into all marketing materials and the shop’s physical environment. Flux Coffee will utilize words and phrases that emphasize our appreciation for our Long Island native customers who love coffee the way we do through our tone of voice. 

I then developed some basic ideas for a new logo for Flux Coffee, as seen below. I wanted to keep the original iconic light blue while also emphasizing the rich coffee brown.