Kahve

For Communication Design 4 we were given the task of re-branding a brand. Our choice of brands included: Facebook, Starbucks, and Mohawk Paper. I decided to choose Starbucks. Based off of Starbucks problems of authenticity deficit, over expansion, international failures, and competition I felt that simply re-designing the Starbucks logo wouldn't solve any of these problems. Instead based off of my research, I suggested that Starbucks form a second brand that operates as a Coffee Bar like establishment. I came up with the name Kahve for the coffee bar. Kahve will reach back to the original core audience of Starbucks instead of trying to be everything to everyone. The personality of Kahve is exclusive, intimate, warm, sophisticated, and embracing. It is targeting those who value the club-like atmosphere of relaxing over a quality cup of coffee.

I designed a complete identity for Kahve. This consisted of stationery, website, a TV spot, and environmental signage.