I wanted to put together a solid brand strategy and identity for Koffie Huis, a local coffee spot in my hometown that doesn’t really have any clear branding yet. It’s part of a bakery with strong Dutch roots, but the coffee shop vibe hasn’t been fully established. The bakery already has a logo and color scheme, so I decided to build off that and create something unique for Koffie Huis while still tying it back to the bakery’s style. The name "Koffie Huis" literally means "coffee house" in Dutch, which plays into the whole cultural heritage of the place.
MARKETING PERSONA
To kick off this project, I dove into marketing research for the bakery. I analyzed competitors, industry trends, and target audiences to get a clear picture of who they’re serving and how we can stand out. From this research, I gathered key insights to shape the messaging, brand tone, and overall voice.
I then created three main customer personas for the target audience:
- Women aged 65-80 who enjoy socializing with friends, grabbing a bite to eat from the bakery, and having a coffee.
- Women aged 30-40 who enjoy socializing and have a couple of young kids.
- Teenage girls aged 16-25 who are in high school or college.
Platforms: Instagram, Facebook, local radio, and newspapers.
BRAND OVERVIEW
I wanted to bring in the bakery's existing logo and color scheme into the coffee shop’s brand identity, so I kept things simple with navy and tan. I also worked with their original font but added a few complementary fonts to modernize the look and appeal to a younger audience. To tie in the Dutch heritage, I incorporated a windmill design, staying true to that cultural connection. For the pattern, I chose a traditional Dutch style to resonate with the older generation while still maintaining a fresh, contemporary feel for the brand as a whole.
