These concepts were commissioned for Fora to launch their own coffee shop brand. Three very different routes were chosen to develop before one was chosen. They range from nurturing, to safe, to out-there.
Concept 1: All things good
"The antidote to the last 2 years, where all is calming and fundamentally... good.
You know the coffee is guilt-free and ethically sourced. You know the waste is properly recycled. The flowers and ingredients are English and seasonal. The knowledgable barista (who you know is paid a decent wage) remembers you and your order with a smile. A friendly, neighbourhood feel where food miles are as low as anxiety levels. This happy place soothes your soul.
The aesthetic is local, natural, skilled and honest. The sage colour palette brings simplicity and stillness while speaking to your childhood summer holidays and need for calm."
Concept 2: But first... coffee
"You have arrived. You’re here to do amazing things. But first... you need the right mind-set. After the chaos of the commute, you need focus, you need calm, you need a moment before you can do those amazing things - these people understand and know what you need.
Mid-morning, it’s a pit-stop to reset your thoughts, mid-afternoon its a stiffener to get you through to the end.
The But first... aesthetic is strong and street. A monotone colour palette simplifies the experience and gives it strength. The illustrative style gives a sense of movement and the jitters."
Concept 3: FIX
"The adult sweet shop. The Fix is where you get your... you guessed it.
Alluring and innocent but look closer and this is where you get the good stuff. A waft of coffee through the air-con is like a siren call. This route visualises those scents and brings to life the quality roast blends that FIX offers.
FIX aesthetic is colourful, bringing to life the citrus, chocolate, cherry flavours. The biophilia of grasses wafts in the breeze and bring to life the moving air. The typography is expressive and welcoming."
