Project Overview:
Crunch N’ Quench is a semi-premium café brand that I created from scratch, incorporating logo design, signage, menu layouts, launch campaigns, and social media assets. The café specializes in mocktails, sandwiches, and other quick bites. This branding journey allowed me to merge traditional design principles with modern AI-based visuals, creating an engaging brand identity that resonates with young, urban audiences.
Client Goal:
To establish Crunch N’ Quench as a go-to café for young professionals and students, offering a cozy yet premium experience through creative branding and marketing strategies.
Brand Identity Development
1. Concept & Inspiration:
The brand’s dark, stone-inspired interior led to a monochromatic palette with a minimalist approach. A black and white color scheme with hints of metallic accents conveyed both elegance and accessibility, ideal for a café targeting a semi-premium market.
2. Logo Design:
The Crunch N’ Quench logo features a stylized glass icon, representing the café’s focus on beverages. Its vertical alignment is versatile, making it suitable for signage, merchandise, and social media placements.
3. Tagline & Typography:
The tagline “Mocktail Meets Munch” succinctly communicates the café’s unique niche, with bold typography reinforcing a sleek, inviting aesthetic.
Execution Across Touchpoints
A. Exterior Signage
Objective: Create an immediate impact and lasting impression.
Design: The signage combines metallic accents on a dark background to echo the café’s interior ambiance, attracting passersby and enhancing brand recall.
Visual: Café Signage on Dark Metallic Background
B. Menu Design
Objective: Reflect the café’s premium positioning through clean layouts and high-quality visuals.
Design: The menu integrates rich, mouthwatering images and a minimalistic layout, aligned with the monochromatic theme, reinforcing the café’s refined identity.
Visual: Menu Mockup with Sophisticated Typography and Real Food Images
C. Social Media Strategy — Instagram Grid
Instagram Grid Layout: I developed an Instagram grid designed to captivate viewers with a mix of AI-generated, high-dominance visuals featuring Crunch N’ Quench’s offerings. Each image was carefully curated to showcase the richness of the food and beverages, blending seamlessly into a cohesive feed.
Centerpiece: Logo Reveal Video:
To maximize engagement and excitement, I placed a logo reveal video at the center of the Instagram grid. This video acted as the focal point, enhancing brand identity while offering a visually engaging experience. The animated reveal video highlighted the café’s signature logo, elevating the brand’s premium appeal.
Visual: Instagram Grid Layout with AI-Dominant Images and Center Logo Reveal Video
Content Strategy:
The grid included a blend of product shots, combo offers, and café aesthetics, unified by a monochrome theme. This created a visually harmonious feed that not only showcased the café’s offerings but also elevated brand perception, attracting an Instagram-savvy audience.
D. Launch and Promotional Campaigns
Launch Offer:
Featuring a Cold Coffee + Cheese Corn Sandwich combo for 99, this initial promotion attracted significant interest, leading to 100+ combos sold on launch day.Influencer Partnerships:
Collaborating with local influencers, we achieved 72K views and 1,000+ shares, generating substantial pre-launch buzz and attracting a younger crowd.TEDx Sponsorship:
By providing exclusive discounts to TEDx attendees, we connected the brand with a high-value community event, positioning Crunch N’ Quench as a thoughtful and premium choice.
Key Results and Reflections
Brand Identity Recognition:
The visual identity was met with praise and high engagement on social media, attracting a core audience aligned with Crunch N’ Quench’s target market.Customer Feedback:
Positive reactions to both in-café visuals and social media content reinforced the brand’s positioning and indicated successful brand alignment with customer expectations.
Visual: Instagram Engagement Analytics & Positive Customer Reviews
Final Takeaways
This branding journey with Crunch N’ Quench underscored the importance of a unified visual strategy across all platforms. The successful integration of AI-generated imagery with traditional branding elements, paired with a well-executed social media campaign, helped capture the attention of the target demographic. This case study demonstrates my capability to create an impactful, visually consistent brand presence that thrives both online and offline.