A MEMORABLE NAME
We explored a wide range of names before ultimately incorporating that of one of the co-owners, Aurora. And while many would settle on the possessive “Aurora’s”, the team felt like the simple addition of Coffee Co. would give the brand more of an immediate presence, and feel less like a number of shops in town using a similar construct. Yet it would maintain the intimacy of the personal connection that customers would have with the owners.
AN EYE-OPENING LOGO
For a number reasons, our designers looked to a circular mark. Within it, you’ll see it carries the shop’s name in a balanced way – the right connotation for starting your day, or unwinding after a long one. The circular shape also evokes the world, to give a nod to travel. And subtle cues are given to the first rays of sunshine peeking over the horizon.
While some would consider warmer colors to evoke the sun, the team felt that the dark slate blue set the mood for the optimistic dawning of a new day, and the perfect amount of elegance. And perhaps there is a subtle nod to their former lives too… but we’ll never tell.
FINDING YOUR BRAND’S VOICE
You can get coffee just about anywhere. Why go there? To answer this, we would constantly remind people that a visit to Aurora Coffee Co. would help you “See coffee in a new light.”
Drawing upon the couple’s own experience, a secondary message of “Coffee and travel are best friends” would add to the spirit of exploration both in a literal sense, as well as through the tastes of different beverages from around the world.