Java Jo’z
Rebranding Concept
Project Type: Branding, Color Theory
October 2022
During a brand management class project, I had the opportunity to work with Java Jo'z, a small locally owned coffee shop in Lafayette, IN. Java Jo'z expressed their desire to grow their business and brand awareness among the Lafayette and West Lafayette Community with a specific focus on the Purdue University Student Community. To help them reach these goals, I proposed a rebranding of the cafe's image to better align with their core values and personality. The rebranding focuses on modernizing their logo and brand colors, so they reflect the unique identity of the cafe.
BEFORE
The original logos utilized by Java Jo'z are quite simple and appear generic offering little differentiation from competitors. These simple black and white logos feel very impersonal and do not convey Java Jo'z Values or product offerings.
AFTER
Primary Logo
Logo Variations
The proposed set of logos offers a variety of options that Java Jo'z could use for various branding purposes. These logos are composed of warmer, inviting tones of red and brown that help convey Java Jos values and dedication to their customers and community. The addition of subtle graphics referencing their coffee products helps communicate their offered products and the foundation of their business.
