BUILDING A BRAND: Tanked Coral Cafe + Lounge
Tanked is a coffee shop with a mission to educate patrons on responsible coral cultivation & conservation. Inspired by cat cafes that originated in Taiwan, Tanked Coral Cafe is a community hangout with a coffee shop atmosphere. Behind the cafe is a hidden speakeasy called Acropora. It offers an “if you know, you know” experience and immersive lifestyle, right in line with the current speakeasy craze.
STEP 1
Inspiration & Moodboard
Inspiration for this brand came from bright species of coral, the textures and colors of the beach, cozy coffee shop furniture, vintage coastal photography and the surfer lifestyle. Colors and textures reflect this vibe and create an exciting, fresh, welcoming atmosphere within the brand.
Once the color palette had been chosen, I did some color testing on combinations of the palette. With the majority of color combinations in the clear, we were off to the races with a successful color palette!
STEP 2
Main Logo
For this brand, I felt it would be beneficial to create two separate identities - one for the café & one for the speakeasy. Developing a separate social media presence for each will preserve the element surprise & give a digital version of the “omg this was here the whole time?!” feeling when the other account is discovered.
The main logo for Tanked that is like a puzzle in and of itself, inviting the viewer to look deeper. The closely-kerned lettering creates a tight rectangular shape, reminiscent of a fish tank, particularly with the curved baseline. The subtle curves of the letterforms provide interest and readability. The coral icon is repeated in the sub-brand for consistency and connection.
Research on rare varieties of coral brought me to the perfect name for the hidden space - Acropora. Acropora is a genus of coral, many species of which are among the most difficult to find in the wild. Broken down, this word consists of: ACRO: highest, best, elite + PORA: a period of time.
STEP 3
Sub-marks + Alternate Logos
Sub-marks are the most simplified version of the main logo. These are typically used as social media avatars, in the footer of websites, and on branded merchandise
Alternate logos are for instances where the main logo's dimensions might not be the best option. Examples include: horizontal dimensions for the top of letterhead, a stacked version used for social graphics or apparel, etc.
STEP 4
Fonts + Icons
The logos for this brand provide just the right amount of personality, without pulling focus from the logo. The icons carry the hand-drawn feeling of the coral icon through the brand, and will be used for things like IG story highlights, accents, etc.
STEP 5
Patterns + Supporting Elements
Patterns for this brand pull from and reinforce the styles already present in the icons & main logo. Textural elements are brought in via macro-style photography.
STEP 6
Print Marketing Mockups
MONTHLY SUBSCRIPTION BOXES: These will be available in the coral cultivation category & the coffee category, both of which donate a portion of the proceeds to coral reef &/or ocean conservation. Each box will include one or two main items (bags of coffee for the coffee subscription, frags &/or tools for the coral cultivation subscription), an educational card and swag like a button, sticker or tote.
BEVERAGE CONTAINERS: Coffee cups carry the spirit of the brand out the door of the café, through bold pattern and color.
OTHER MERCH: Shirts and stickers will be available for purchase, with a portion of the proceeds benefiting coral conservation.
The merch for Acropora is very subtle in the daylight, but glows in the dark.
STEP 7
Digital Marketing Mockups
SOCIAL MEDIA: The social media presence for Tanked is bright, energetic and welcoming. In contrast, the vibe of Acropora is mysterious, moody, immersive.
WEBSITE: The website for Tanked advertises the physical items for sale from the company, as well as offering entry points for education. The coral icon on the top right is secretly clickable & will take to the website for Acropora.
IG STORIES: An example of Instagram stories published through the Tanked account, providing education on the value of coral reefs.
VOILA!
A fully-designed brand, ready for use
A brand is so, so much more than a logo. It’s how people talk about you when you’re not in the room. It’s the quick description of what you do when recommending you to others. It’s color and texture and voice and personality.