Over the last seven weeks, I have chosen a local coffee shop and redesigned its visual identity to help elevate the brand and its purpose: to provide Long Island Natives with an ethical, educational, and high-quality coffee experience.

When starting this redesign process, I first wanted to visualize what Flux Coffee’s new visual identity would look like with a mood board.

The mood board covers the three most important questions a new customer may have when they encounter Flux Coffee: Who are we? What do we do? And who do we serve?

The answer to those three questions is: a local coffee shop focused on providing an ethical, educational, and high-quality coffee experience for Long Island Natives.

Then I redesigned Flux’s logo to create a memorable motif that would stand out among competitors. I chose to use the symbol of a steaming mug built into the brand’s name, as it will help our customers remember who we are and what we offer. I would then recommend using the secondary logo of just the steaming mug motif for any smaller business areas, like social media profile pictures, and on print items like menus and business cards.

I also further developed our brand’s color palette and typeface. I chose to stay within the original color palette and add a few shades of brown to symbolize the rich brown coffee we provide our customers. Then, for the typeface, I chose to develop and change our type to what I feel is the modern version of the original logo and typeface. I also still wanted to have a similar energy to the original typeface in the logo and find something that provides a similar 1950’s look and feel.

I then went on to design and develop the new brand identity system with products ranging from custom receipt paper to be used for every purchase in-store, labels for take-home coffee roasted on site, reward cards, menus, custom coffee cups, envelopes, thank you cards to be given for each coffee bag purchase, and brochures. I chose to develop the identity system around the newly expanded color palette to help create a clear brand in our customers’ minds.

After developing the new brand identity system, I went on to create a mock website for the brand. I also chose to use the richer browns in the new color palette to reinforce the connection to the ethical and educational coffee experience that Flux provides its customers on the website. For the site’s design, I tried to keep the original 1950’s look and modernize it slightly for today, keeping the design simple and clear.

Now that we have discussed Flux Coffee’s new visual brand, what about the new verbal brand and what we are trying to tell our customers?

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 Long Island, Flux Coffee has since committed to providing a fully educational and ethical coffee experience.

So what is the problem with Flux Coffee then?

Flux Coffee can benefit from a redesign that showcases both its educational and fully customized coffee experience for customers while leveraging the aesthetic of its relocation to the East Coast, thus becoming a native Long Islander’s go-to coffee experience.

Which Flux Coffee customers will benefit from this redesign?

Flux Coffee prioritizes 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 practices and the consumption of Coffee
• Long Island Natives
• Those who are willing/ or want to have a full Immersive and customized coffee buying experience

How can we stand out? What do Flux Coffee’s current competitors look like?

• Other local coffee shops
  • The Coffee Grind ( a new business that provides a wide range of coffee from across multiple cultures)
  • Perk (cafe design inspired by Friends (a nod to New Yorkers as a whole rather than just Long Island Natives)and has a cozy atmosphere with quick service)
  • The Barn (Providing a quick, yet customized coffee drive-thru experience, which also went viral on TikTok recently)
• At-Home coffee options

We have to make it clear to our customers why Flux Coffee is the superior choice for the coffee lover’s experience.

We provide the entire coffee-buying experience, from ethical manufacturing to customer education, while delivering high-quality products and quick service.

This leads us to the new, redesigned brand message that will be carried through all visual and verbal design.

Flux Coffee prioritizes a fully customized, educational coffee experience tailored to Long Island Natives.

Our slogan will make our brand message memorable to our customers

“A Coffee Experience Curated for Long Island”

I hope that through both the visual and verbal redesign, our company values will be accurately reflected.

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

Our staff will be welcoming, educational, and chatty with our customers to create an inclusive community for all of Long Island.

Flux Coffee will utilize words and phrases that emphasize our appreciation for our Long Island native customers who love coffee the way we do!

Check out the entire deck below for the new era of Flux Coffee!