Revamp of a coffee shop brand on the high street with dynamic and quirky illustrations.

THE CLIENT

Benugo is a British catering company striving to provide good quality coffee, fresh food and a friendly hospitality experience. Motivated by a desire to be different, the stores aim to capture some of the energy and immediacy often found in New York delis. This influence extends to both the products offered and the way they are merchandised.

THE OBJECTIVE

The challenge was to strike a balance between preserving brand consistency and continuously enriching the brand's visual language to remain relevant to the audience. This involved discovering new and effective ways to communicate its uniqueness in a competitive marketplace and upgrade customer experience.

THE SOLUTION

Illustration seemed like the perfect tool to add dimension and deliver compelling marketing elements across all channels.

Wanting to give the customers a fun way to feel connected to the brand, I worked up a series of dynamic and somewhat cartoonish illustrations that eventually became a welcoming thread throughout the retail environment.

Reflecting its quirky and fun tone, it also helped emphasising the brand’s ethos making it easier for new customers to understand what Benugo was all about. An updated colour palette and a couple of new crafted fonts were added to the mix for more layout options.

Applications included store interiors and exteriors, signage, stickers, wrapping paper, reusable tote bags for customers, employee t-shirts...