_STREET.ME COFFEE
extending a previous KV without pruning it
_Expand with respect
The Street.me Coffee — a group of to-go coffee shop franchises — already had a well-established visual identity. The brief called for a real expansion of its visual universe, with more expressiveness and breadth, while respecting the existing key visual identity as a non-negotiable starting point.
_The previous brand's accent
Street.me already had a face. The job wasn't to kick down the door with a "new creative vision" – a classic portfolio crime...
Before designing anything, it was necessary to understand what already underpinned the brand: line work, proportions, colors, humor, and rhythm. Only then could the universe be expanded without making everything seem like it belonged to another family.
The mascot gained more presence and personality. The illustrations began to incorporate new geographical references, accompanying the brand's expansion to other cities. The brand grew, but remained recognizable. That's the bare minimum - but it doesn't always happen, believe me.
mockups
_Evolution with consistency
What started as a request for illustrations turned into a broader art direction project: new scenes, applications, motion graphics, and mockups for different contexts.
The logic was simple: create more worlds for the brand to live with its DNA – accompanied, naturally, by that wonderfully fragrant coffee....