Right away I decided to create a restaurant I wish existed myself: an entirely gluten-free coffee shop located close to the Long Island Rail Road.
Conducting research on the area (as well as having grown up there) alerted me to a serious lack of gluten free options on Long Island, as well as local coffee shop's popularity—particularly those located near LIRR stations. So, I decided to create a coffee shop that would cater to both of these demands.
In order to brand this coffee shop, the first thing I needed was a name. I started by brainstorming just about every word having to do with coffee, trains, travel etc., and then started connecting the dots later. My top two choices were "Transit" and "Rush," and after some input from my fellow classmates, I decided to go with rush—referring to the morning rush and rush hour as well as a caffeine rush.
I then started sketching different logo options on paper, and then digitally, making sure to explore as many different routes as possible.
Eventually I settled on the word "Rush" in a sans-serif, oblique typeface (it happens to be "Raleway," which I thought was pretty appropriate). I added five slate blue lines at a slight angle to imply motion.
The next step was to come up with a set of stationary for the coffee shop: a letterhead, envelope, business card and sticker set.
You can't have a restaurant without a menu! I created three separate drink, entree and dessert menus that could potentially be held together on a clipboard.
Using the core and simplified logos, I designed some peripheral materials Rush could potentially sell or gift for advertising. The designs include t-shirts, tote bags, coasters and match books.
Finally, I created designs for the coffee shop's website and adapted the simplified logo to work with different social media platforms.