Aosa Coffee
Brand Strategy + Identity | Creative Direction | Logo + Design System
Challenge
Over the past decade, Aosa Coffee has earned a reputation for being the beloved, community-embracing local cafe of Huntington Beach. While it had such a loyal local customer base, Aosa Coffee needed help figuring out how to expand its brand recognition beyond the city limits. How could we effectively share this “Aosa Experience” with a broader audience?
Insight
We discovered that while the business had a rich history and a strong sense of purpose, there wasn’t a clearly defined identity that was communicating this information. Nearly 70% of customers were unaware that the cafe used all organic ingredients, or that the name Aosa stood for the “Art of Sustainable Action.” Additionally, the inconsistent logos and unclear brand architecture made it difficult for the cafe’s overall purpose and experience to shine through.
Solution
We first established Aosa’s identity and reorganized its brand architecture in a way that clearly communicated its purpose. Following this, we unified and simplified the logo and design system to be optimized for a wide range of applications. As Aosa Coffee continues to expand, I look forward to seeing the positive impact its genuine love and care will have on people and the environment.
Logo Exploration
