As the Hollywood-based coffee shop Javista approached its second decade, the founders eyed the future, dreaming beyond mere celebrations. This was about growth, elevating the coffee experience, and inspiring customers. It necessitated a brand metamorphosis, propelling Javista from an ‘endearing little nook’ to an inspiring coffee culture and innovation symbol.

A crucial part of this plan was a comprehensive rebranding of Javista.

We started our process with a thorough Brand Audit, which helped us understand how consistently the brand is represented in various mediums and how Javista stacks up against the competition. Next, we conducted an Online Survey with 125 Javista customers to understand their perspectives. Invaluable insights we gained from them and one-on-one interviews with the partners informed our new Brand Strategy.

Javista existed to more than serve great coffee. It lifts the spirit of its community and the neighborhood it serves. We gave the brand a unique ‘Witty yet Charismatic’ personality, then created a marketing blueprint for the brand, loaded with actionable communication tactics.

Javista’s existing design language were lacking some important aspects. They had multiple attempts toward better branding but there were problems in execution. As none of the designs completely reflected the brand personality, they kept using some of the old materials which created an inconsistent brand look and confusion in customers’ minds. The sign showed one logo, while the cup displayed a different one and the website included both in different ways. Multiple fonts were used with inconsistent sizes and spacings, and colors differed throughout all mediums.

Our goal was to come up with a fresh and modern yet timeless identity, that elevates the Javista brand, and prepares it for the new business plans and the future. While doing that, we would also pay homage to a couple of its earlier visual elements, which were the big ‘J’ and the crown as a mark of their promise on quality excellence. After a meticulous exploration which ended up as a 185-page design presentation loaded with creative ideas and mock-ups, the final identity was shaped and approved by the team: