Corporate identity project: COFFEEHOUSE

The birth of this project dates back to the end of 2006, when a new client came along; he had previous experience in catering and he wanted to open a lounge bar in Almería. The new place would need a complete visual identity, interior design included. The latter was done by ip10 (10 interiorismo y paisajes / interior and landscape design), with whom we worked closely throughout the whole duration of the project.

panoramic view of COFFEEHOUSE (click to enlarge)

The first part came up during several meetings Globulart held with the client and the interior design studio, we all threw ideas and tried to get to common ground. The original idea was to have COFFEEHOUSE lounge snack bar as the brand, but it was later simplified to COFFEEHOUSE; plus, taking into account the desire of our client to have a simpler brand, a monogram that was representative of his business, the main brand gave birth to the monogram: H snack. Considering that both logotypes are almost completely just text, the choice of typographies was a crucial part, and one that meant doing more than 20 proofs of concept until we found the right typeface.

After the logotypes for COFFEEHOUSE and H snack had been created, subsequent design tests were done simulating final applications of the logos: coffee cups, coasters, menus, napkins, sugar packets… For instance, the coffee cups ans their saucers were made by a ceramics factory in Barcelona; the design that was printed on the dish (COFFEE OUSE) is completed by the H that is printed on the side of the cup. Even more, when you’re served a steaming cup of coffee, you can play around trying to form the word COFFEEHOUSE because the text printed on the saucer reflects in the cup, an invitation to center the H in the reflection.

The menu was the most complicated piece from a practical standpoint; common print materials didn’t last more than 15 days, they couldn’t withstand moisture or liquid spills; in fact, our client told us what he was seeking: “I want to be able to pour a coffee on the menu and have it be in perfect condition after cleaning it”. Easier said than done, at least that’s what we first thought. We had to try different finishes and materials until we found a flexible plastic substrate on which we could have the design printed; it was silkscreened and the pages rotate around a metallic fastener, placed in the upper left corner, which holds the menu together firmly. This material is resistant to moisture and liquids and can be easily cleaned.

The most visible piece, naturally, is the sign. Our desire was to give it a great presence and a solid look, avoiding more common techniques such as neon or backlit panels. Dimensional letters were made for the sign, always based on the logotype and respecting the proportions set by it; the size and look of the letters were polished through several iterations of drawings that were made during conversations with the client and the interior architect.

A lighted sign with the shape of the H was also installed as a means to give the place a better visibility and also to reinforce the idea of the monogram as a representation of the whole.

The corporate identity is echoed in the interior decoration; for instance, corporate colors are used in various surfaces. The icing on the cake was a nice surprise provided by 10ip, the interior design studio, in the shape of a ceiling that had the H of the monogram painted in orange and slightly raised.

panoramic view of the ceiling of the inner bar (click to enlarge)

panoramic view of the inner bar (click to enlarge)

Other design pieces were also created for later production when they are needed. For instance, we created sketches of corporate shirts and t-shirts which were included in the corporate identity manual.

A temporary website was also created, providing contact information and a small map with the location: www.hsnack.com.