Rebrand of Bongo Java
This is a mock rebrand for Bongo Java Coffee in Nashville TN. In this mock rebrand I utilized a SWOT (Strengths, Weaknesses, Opportunities and Threat) to guide the needs of the brand. I created a new logo, and in store cardboard cups, apparel, a Keurig K Cup package design and mobile interface.
The new logo was inspired by 90’s Jazz Design, and the color palette samples Bongo Java’s bakery, which uses the same color scheme.
CONTENT AUDIT + SWOT ANALYSIS
- Excellent Location across from university
- A part of the local art scene, selling art in store and hosts a theatre in the cafe
- Cares for planet/people – only certified organic roaster in Nashville
- Affords a feeling of eco-conscious, open minded and relaxed
- Online presence is lacking
- Limitations regarding events – no accessible info
- Logo does not read as clearly in various media and online
- Create content about business practices/ values in store
- Offer Student discounts (first day of classes, during finals etc.)
- Promote theatre events, and use them to promote cafe. The two seem separate, potentially offering a coffee discount when you attend X amount of events.
- The Frothy Monkey and The Jam Coffee House
- Both also have little web content
- Frothy Monkey offers a more upclase coffee experience as opposed to Bongo Java’s “down to earth” approach
- Neither is a direct threat
REBRAND LOGO DESIGN
With the content audit and original logo in mind, the new branding had to reflect the clientele, musicians and creatives, and the proud longevity of the brand.
Taking direction from these elements and from Jazz Design that was popular in the 1990s to reflect the age, the final product feels retro-modern with grunge embellishments similar to those on the original logo.
