When the new owners of Common Grounds approached us for a brand refresh, their vision was clear: bring the trendy cafe culture of inner-city Canberra to the suburbs. Located in the south Canberra suburb of Gowrie, they needed a brand that would attract future customers while reflecting their unique position as a coffee haven in a family friendly neighbourhood.
By looking to leading cafés in the Canberra market, Jude identified the key elements that create modern, stylish coffee experiences. This informed the design direction for the Common Grounds brand, by getting to the heart of what Canberrans desire out of a café experience.
The Common Grounds wordmark held local recognition. Rather than start from scratch, Jude extended the wordmark into a full logo suite through workshops with the business owner. This led to the creation of a branding kit including colours and typography to apply a consistent look and feel for the business’s marketing campaigns.
Jude took an iterative, customer focused approach to the creation of illustrative, hand drawn brand assets using Illustrator. Understanding that Common Grounds served families and dog walking locals, we designed assets that could work as children’s colouring in sheets and social media content for the popular ‘Dog of the Week’ profiles. This generated engagement with customers who provided real time feedback on the designs before going too far.
Jude delivered a suite of repeatable design patterns and set up a brand asset library in their Canva profile to use in future campaigns. This gives Common Grounds the flexibility to maintain a consistent, modern brand as their business grows. The brand now works seamlessly across social media platforms and physical products including menus, t-shirts and signage.
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We acknowledge the Ngunnawal people as traditional custodians of the ACT and recognise any other people or families with connection to the lands of the ACT and region. We acknowledge and respect their continuing culture and the contribution they make to the life of this city and this region.
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