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VIGILATTE COFFEE HOUSE

A Cup of
Change
Prepared by Mariana Napolitani
BRAND REDESIGN COMPONENTS
Business Goals
REVAMPING Brand Personality

OUR BRAND
Market and User Research
Logo Design
Visual Elements
Corporate Brand Style
MARIANA
NAPOLITANI

EDUCATION AND EXPERIENCE


Presentations are tools that can be used as
lectures, speeches, reports, and more.

VIGILATTE CAMPAIGNS HANDLED


Presentations are tools that can be used as
lectures, speeches, reports, and more.
WHY REVISIT
OUR BRAND?

WE NEED TO STAND OUT IN THE STIFFLY


COMPETITIVE COFFEE CHAIN MARKET.
65%
VIGILATTE BRAND RECOGNITION
SCORE IN 2019 BASED ON A SURVEY
OF 3,000 CUSTOMERS
OUR
BUSINESS
GOALS

WHAT WE AIM TO ACHIEVE


Presentations are tools that can be
used as lectures, speeches, reports,
and more. Most of the time, they’re
presented before an audience.
BUYER PERSONA
Presentations are tools that can be used as
lectures, speeches, reports, and more.

TARGET AUDIENCE
Presentations are tools that can be used as
lectures, speeches, reports, and more.

PRIMARY COMPETITORS
Presentations are tools that can be used as
lectures, speeches, reports, and more.
KNOWLEDGE GAPS USER HYPOTHESES
Presentations are tools that can be Presentations are tools that can be
used as lectures and more. used as lectures and more.

DATA GATHERING AND


RESEARCH METHODS
SYNTHESIS
Presentations are tools that can be
Presentations are tools that can be
used as lectures and more.
used as lectures and more.
AMANDA QUENTIN
Freelance Writer
Presentations are tools that can be
used as lectures and more.

PAISLEY ARCHER
Graphic Designer
Presentations are tools that can be
used as lectures and more.

STANLEY ARMISEN
Entrepreneur
Presentations are tools that can be
used as lectures and more.
BRAND RECALL FOR
COMPETITOR COFFEE CHAINS
Presentations are tools that can be
used as lectures, reports, and more.

BRAND RECALL
FOR VIGILATTE COFFEE
Presentations are tools that can be
used as lectures, reports, and more.
FACTORS TO
CONSIDER
PROTOTYPES
LOGO TESTING
SURVEY

GETTING CUSTOMERS INVOLVED


Presentations are tools that can be used as
lectures, speeches, reports, and more. Most of
the time, they’re presented before an audience.
LOGO
40
PROTOTYPE 1
30

20

CLASSIC AND MINIMALIST


10
Presentations are tools that can be used as
lectures, reports, and more. Most of the time,
0
Item 1 Item 2 Item 3 Item 4 Item 5 they’re presented before an audience.
LOGO
PROTOTYPE 2
Item 1
MODERN AND STRIKING
Item 2
Presentations are tools that can
Item 3
be used as lectures, reports, and
more. Most of the time, they’re
Item 4 presented before an audience.
0 10 20 30 40
WHY IT WORKS WHAT HAS CHANGED
Presentations are tools that can be Presentations are tools that can be
used as lectures, reports, and more. used as lectures, reports, and more.

CUSTOMER PREFERENCE
KEY ELEMENTS
Presentations are tools that can be
FROM SURVEY DATA
Presentations are tools that can be
used as lectures, reports, and more.
used as lectures, reports, and more.
Presentations are communication tools that
can be used as demonstrations, lectures,
speeches, reports, and more. Most of the
time, they’re presented before an audience.
Our New Logo In Action
Presentations are tools that can be used as
lectures, speeches, reports, and more.
Closer look at customer needs

Reflect on brand philosophy

Branding collateral development

Implement new branding on


product packaging
BRAND PERCEPTION STYLE
Presentations are tools that can be Presentations are tools that can be
used as lectures and more. used as lectures and more.

FONT COLOR PALETTE


Presentations are tools that can be Presentations are tools that can be
used as lectures and more. used as lectures and more.

SHAPE SCALE
Presentations are tools that can be Presentations are tools that can be
used as lectures and more. used as lectures and more.
REVAMP BUSINESS CARDS.
Presentations are tools that can be
used as lectures and more.

STOCK IN-HOUSE SHELVES.


Presentations are tools that can be
used as lectures and more.

UPDATE BILLBOARDS.
Presentations are tools that can be
used as lectures and more.
STYLE GUIDE
UPDATE

ASSESSMENT OF CURRENT CRAFTING OF KEY ELEMENTS


BRAND ASSETS OF STYLE GUIDE
Presentations are tools that can be Presentations are tools that can be
used as lectures and more. used as lectures and more.
STYLE GUIDE
UPDATE

CREATION OF REVIEW BY INTERNAL AND


INITIAL STYLE GUIDE EXTERNAL STAKEHOLDERS
Presentations are tools that can be Presentations are tools that can be
used as lectures and more. used as lectures and more.
Your brand is a story
unfolding across all
customer touch points.
JONAH SACHS
KATALINA SMITH
Brand Manager

GRAYSON BURCH
Product and Branding Officer

TALIYAH MAYNARD
Graphic Designer
MAILING ADDRESS
123 Anywhere St., Any City, State, Country

EMAIL ADDRESS
hello@reallygreatsite.com

PHONE NUMBER
(123) 456 7890

HOW TO
REACH US

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