The Leaky

Mug Café

BRANDING STUDY

2023

The Leaky Mug is a college café offering late-night, early-morning hours, specialty coffee beverages, fast food, & a reliable third-space sanctuary for burnt-out, determined students to refill & restart.

VANDERCOOK PRINTING PRESS | ILLUSTRATOR

DELIVERABLES:

• Logo mark
• Poster
• Custom menu board
• Social media assets (3)
• Environmental mockups

FEEL:

Grunge, cozy, motivating, lively, dramatic

This was one of my first branding undertakings and I experienced a fair amount of designer's block over the logo mark, finding the most flow and enjoyment in the additional assets of this project (poster, social media, environmental mockups) which helped me overcome my anxiety over creating the perfect brand mark.

PROBLEM:

Being a full-time student at the time of this project, I decided that I wanted to bring a long-time dream of mine to life. An all-nighter café! Terrible for your health, great for your grades. The goal of this mini branding study was the craft a theme that would attract a specific group of students. The over-achievers, the over-worked, the full-timers with jobs . . . Those in need of a sanctuary outside of home to comfortably dedicate their minds to their education. Enter, The Leaky Mug. After collecting enough visuals, I began executing my logo mark and experimenting with the environmental feel of my café.

CONCLUSION:

The Leaky Mug was an exercise in self-expression, the design process, and the technicalities of a vision. Through my own blood, sweat, and tears, I committed my skills and belief in The Leaky Mug's development, appreciating it for the journey.