I was assigned to develop a comprehensive type design and branding project based on psychedelic rock. This involves creating a new typeface, applying it to various branding materials, and designing promotional materials for performance events.
This project’s goal:
Phase 1: Design a new typeface based on an existing font, including all letters, numerals, and special characters. The process involves hand-drawing sketches, digitizing them in Illustrator, and finalizing the typeface using the pen tool.
Phase 2: Apply the new typeface to branding elements, including a logotype, designs for a mug, to-go cup, and cup sleeve, and create packaging mockups for coffee or tea and a menu. Integrating both the new and original fonts.
Phase 3: Design three 17x22 inch performance posters for various acts or groups, incorporating all relevant event details to achieve a realistic and engaging presentation.
Phase 4: Create an 8x8 inch type specimen book with 14 pages (including covers) to showcase the typeface and its applications, ensuring the book is both printed and submitted digitally.
Included on this page
Research and Inspiration
Process
Final Design
Research + Inspiration
I researched the topic to gain a better understanding of the genre and my goals for the project. I then presented this research in two separate decks, one for the cafe branding and the other focusing on the type face.
Process
I hand sketched some variations for the type and logo explorations. I then printed out the alphabet in Clarendon and used tracing paper to explore possible type variations. After deciding on the right version I went in with the pen tool adjusting the letters to match the sketched out font and saved those as svgs to their own font library Ecstasy. While exploring the font variations I also brainstormed the direction for the overall cafe branding while exploring different colors and patterns to ultimately make a branding kit that made it easy to apply to other assets of the project.
Final Design
For the final deliverables I created two separate decks. The first deck is a fourteen page typeface book displaying the final typeface, the process behind creating it, and the type in use. The second deck presented the branding and mock ups for the cafe.
