The Crafty Roaster
Brew your Creativity
The Crafty Roaster is an arts and crafts coffee house where people can come in, hang out, and pay a flat fee to have access to a wide variety of arts and crafts supplies. The objective is to promote creativity and community in a laid-back environment and without the stress of the commitment of purchasing expensive art supplies before you even know if you will like that activity. A visual identity was created to emphasize the hands-on aspect of arts and crafts by using hand-drawn illustrations and appealing to the exciting yet calm atmosphere of a coffee shop by using retro inspired type and colors. The Crafty Roaster creates an exciting hands-on experience in a relaxing coffee shop environment.
For this Capstone Project, I created: a logo and branding system, menu/schedule, chalkboard menus, boxes, single-serve coffee bags, three instruction booklets, canvas bags, and three ad campaign posters
Style Sheet
The aesthetic of the Crafty Roaster is just that, crafty. I wanted a fun, yet relaxing vibe for the branding and was very inspired by 1950’s type, specifically Herb Lubalin, and his type treatments. Plus, this added a fun retro aspect, and I love love retro and vintage things. To add to this, I use retro inspired colors as well that are calming, but still bright and fun. In combination with my interacting letterforms, I use hand-rendered illustrations and later own, hand-written type to really convey the hands-on approach and idea of the business.
Take-Away Boxes
As part of the Crafty Roaster, customers could purchase take-home boxes of their craft of choice. I created three different boxes that includes: a Crafty Roaster coffee cup, a single-serving coffee bag of their roast of choice, an instructional booklet for a Crafty Roaster themed craft, and a customizable canvas zipper pouch that holds all of the supplies to complete that craft. The craft activities include: embroidery, crochet, and linocuts.
Ad Campaign Posters
For my Ad camping, I really wanted to emphasize the combination of coffee and crafts. I decided to physically create famous works of art out of coffee beans and grounds. That way the average, non-crafty person could recognize that whatever this business is, it has something to do with coffee and art. Each illustration also has its own corresponding phrase that goes along with that work of art as a call-to-action for the viewer.
