Overview
Coffee Dreams is a local mobile coffee cart located near the beach in Pacific Beach, San Diego. Born from the soul of California Dreams Hostel, it sought to embody the essence of California’s beach lifestyle, attracting a youthful, laid-back audience drawn to sports, nature, and enjoyment.
Client
Coffee Dreams
Industry
Food & Beverage (Coffee Shop)
Service
Market Research
Persona Development
Brand Strategy
The Challenge
The primary challenge was to establish a strong brand identity that connected with the spirit of California Dreams Hostel while also appealing to a young, active audience. The brand needed a unique, recognizable visual identity that captured the essence of the beach, surf, and laid-back Californian lifestyle. Additionally, Coffee Dreams wanted to build its presence on social media in a way that reflected its brand ethos, beyond simple promotions, to engage its audience meaningfully.
The Solution
The solution involved an in-depth creative process, starting with market research to capture the visual and cultural elements that are distinct to California. The brand's name and logo were crafted to align with the essence of the hostel, featuring rustic, nature-inspired elements combined with a radical edge in typography. Exclusive graphics and illustrations were created to highlight iconic Californian imagery, such as palm trees, surfboards, and sunsets, while the color palette was designed to evoke the feeling of summer. **For social media, an organic strategy was developed to celebrate the San Diego lifestyle, with creative graphics and copywriting that resonated with Coffee Dreams’ target audience. The content was tailored to reflect the brand's laid-back and youthful vibe, ensuring consistency across all visual and verbal communications.
