The Station

Brand Identity & Concept Development

The rebranding of The Station started with a deep dive into competitor research to understand their strengths and how to differentiate the cafe. I analyzed the current brand and its community connection to ensure we maintained its beloved local appeal while making the brand more scalable. By working with a group to develop the brand voice, we created a mood board based on the owner’s cultural traits, which informed the direction of the rebrand. The goal was to modernize the visual identity while staying true to the cafe's image as a beloved neighborhood spot.

Logo
The new logo was designed to reflect The Station’s community-oriented spirit while giving it a modern edge. The design was created to feel approachable, versatile, and aligned with the cafe's warm, welcoming vibe. I used the mood board as a foundation, combining elements that represented both tradition and modernity.

Visual Identity Design

The visual identity was expanded to include posters, email templates, indoor and outdoor signage, and packaging. The aim was to unify the brand’s image across all touchpoints and create a recognizable presence that resonated with both local customers and potential new visitors.

Brand Materials & Style Guide

The final deliverables included new posters, email templates, outdoor and indoor signage, merch and packaging. Each element was designed to align with the new logo and visual identity, ensuring consistency across all brand assets. I also created a comprehensive style guide to define how the brand elements should be used. The guide outlined proper logo usage, color palettes, typography, and other visual elements to maintain a cohesive and unified brand identity moving forward.