RecruitingH9DPU

Brand Identity for a Local Cafe Chain

Design a cohesive brand identity for a growing independent cafe chain.

Brand Identity for a Local Cafe ChainPhoto: Eva Bronzini / PexelsBranding Concepts · 1 Month
CategoryBranding Concepts
DifficultyBeginner
Time1 Month
Commitment4 hrs/week
TypeTeam
LocationRemote
Team4 people
ScheduleFlexible, async-first

The Brief

What you'd be taking on

A full visual identity package — logo, colour palette, and brand guidelines — for a UK cafe chain expanding to new locations. The cafe has grown past its original scrappy branding and needs something consistent it can use across shopfronts, packaging, and social media. Inconsistent visuals across three locations are undermining brand recognition as the business scales.

The Programme

100 tasks across six phases

Every phase below carries its own tasks and the line that decides when each one is done. Nothing is left to interpretation.

Discovery

Get inside the problem before touching the work: scope, constraints, and who you're building for.

What you need coming in

  • Beginner-friendly for most roles
  • Own laptop
  • Willingness to commit 3–5 hours per week
Discovery tasks10
  1. 001Read the full project brief and note the cafe chain's current branding pain points.Done whenSummary of gaps written in your own words.
  2. 002Contact the project owner to confirm goals, timeline, and expectations.Done whenConfirmation message sent and goals logged.
  3. 003Review the cafe's existing signage, packaging, and social media for current visual assets.Done whenAsset inventory list compiled.
  4. 004Identify the cafe chain's target customers and what they expect from a cafe brand.Done whenShort audience profile written.
  5. 005List differences across the three locations the brand needs to account for.Done whenLocation notes documented.
  6. 006Clarify budget and print/sign-maker constraints with the project owner.Done whenConstraints confirmed in writing.
  7. 007Identify 3 direct competitor cafes and note their branding style at a glance.Done when3 competitor names plus style notes captured.
  8. 008Confirm what languages, dietary icons, or accessibility marks must appear on brand assets.Done whenRequirement list confirmed.
  9. 009Set a shared file structure and naming convention for all brand deliverables.Done whenFolder structure created and shared.
  10. 010Present a one-paragraph project understanding summary back to the owner.Done whenOwner confirms understanding is correct.

Research

Gather the evidence the decisions will rest on.

The objectives to work against

  1. Design a primary logo and two variations
  2. Define a brand colour palette and typography system
  3. Produce a one-page brand guideline document
  4. Deliver final files within 4 weeks
Research tasks15
  1. 011Research 5 independent cafe brands with strong identities for inspiration.Done when5 examples saved with notes on what works.
  2. 012Research 3 competitor cafe chains local to the client's markets.Done whenCompetitor visual audit written.
  3. 013Collect 10 reference images representing the mood the brand should evoke.Done whenMoodboard folder created.
  4. 014Research colour psychology relevant to food and hospitality branding.Done whenShortlist of 3 candidate palettes with rationale.
  5. 015Research typography pairings suited to a warm, approachable cafe identity.Done when3 font pairing options shortlisted.
  6. 016Review current logo trends in the UK independent cafe sector.Done whenTrend summary written.
  7. 017Identify what makes competitor logos memorable or forgettable.Done whenStrengths/weaknesses list for 3 competitor logos.
  8. 018Research print and signage material constraints relevant to the brand rollout.Done whenMaterial constraints noted.
  9. 019Gather informal feedback from 2–3 people matching the target customer profile on rough concepts.Done whenFeedback notes logged.
  10. 020Research accessible colour contrast requirements for signage legibility.Done whenContrast ratio guidance noted.
  11. 021Check for trademark conflicts with similar existing cafe logos.Done whenBasic conflict check completed.
  12. 022Research how the brand should translate to packaging (cups, bags, napkins).Done whenPackaging application notes written.
  13. 023Research how the brand should translate to social media formats.Done whenSocial template notes written.
  14. 024Compile a single research summary combining all findings above.Done whenOne-page research summary compiled.
  15. 025Share the research summary with the owner and note any early reactions.Done whenOwner feedback logged.

Planning

Split the work, pick the tools, agree the dates.

Who does what · 4 roles

Project Lead

Coordinates the team, keeps the brief on schedule, and liaises with the project owner.

Project management, communication · 4 hrs/week

UI/UX Designer

Designs visual assets and mockups aligned to the brief.

Figma, visual design · 4 hrs/week

Content Writer

Drafts copy, captions, and supporting written material.

Writing, editing · 3 hrs/week

Marketing Lead

Plans how the finished work gets shared and positioned.

Marketing, communication · 3 hrs/week

Tools the team runs on

FigmaCanvaNotionGoogle WorkspaceSlack
Planning tasks15
  1. 026Draft a project timeline covering concept, revisions, and final delivery within 4 weeks.Done whenTimeline shared with dates.
  2. 027Break the brand identity into concept, refinement, and delivery milestones.Done when3 milestones defined.
  3. 028Identify which team member owns which deliverable (logo, palette, guideline doc).Done whenOwnership assigned and documented.
  4. 029Plan how many logo concept directions will be presented (recommend 2–3).Done whenNumber of directions agreed with owner.
  5. 030Schedule a check-in point after initial concepts are drafted.Done whenCheck-in date confirmed.
  6. 031Plan the structure of the final brand guideline one-pager before designing it.Done whenGuideline outline drafted.
  7. 032Identify risks that could delay delivery and how to manage them.Done whenRisk list with mitigation notes.
  8. 033Confirm the file formats the owner needs for sign-makers and printers.Done whenRequired formats confirmed (e.g. SVG, PNG, PDF).
  9. 034Plan how revisions will be tracked and limited to avoid scope creep.Done whenRevision process agreed (e.g. max 2 rounds).
  10. 035Set up a shared moodboard and concept board for the owner to review work.Done whenShared board link created.
  11. 036Confirm how the final handover will happen (call, email, shared folder).Done whenHandover method agreed.
  12. 037Draft a short brief for anyone else joining the team on this project.Done whenOnboarding brief written.
  13. 038Re-confirm the budget and scope haven't shifted since Discovery.Done whenScope reconfirmed with owner.
  14. 039Set the specific colour palette shortlist to test in concepts.Done when2 palette candidates locked in.
  15. 040Get sign-off on the plan before starting design work.Done whenOwner approves the plan.

Execution

The build. Most of the hours on this project live here.

Skills you'll practise here

Graphic DesignContent CreationCommunicationCreative DirectionProject ManagementStorytelling
Execution tasks40
  1. 041Sketch 5–8 rough logo concept directions by hand or low-fidelity digital form.Done whenConcepts saved as a set.
  2. 042Narrow rough concepts down to 2–3 stronger directions.Done whenShortlist selected with reasoning.
  3. 043Digitise the first shortlisted logo concept in vector form.Done whenVector file created.
  4. 044Digitise the second shortlisted logo concept in vector form.Done whenVector file created.
  5. 045Digitise the third shortlisted logo concept in vector form, if applicable.Done whenVector file created.
  6. 046Test each logo concept in both colour and single-colour (black) versions.Done whenMono versions produced.
  7. 047Test each logo concept at small sizes for legibility (e.g. favicon, cup lid).Done whenSmall-size test images produced.
  8. 048Select the final colour palette from the shortlisted options.Done whenPalette finalised with hex codes.
  9. 049Select the final typography pairing for headings and body use.Done whenFonts finalised with names and weights.
  10. 050Apply the final palette and typography to the chosen logo concept.Done whenLogo updated to final style.
  11. 051Create the primary full-colour logo lockup.Done whenPrimary lockup exported.
  12. 052Create a horizontal logo variation for signage/letterhead use.Done whenHorizontal variant exported.
  13. 053Create a stacked/vertical logo variation for square applications.Done whenStacked variant exported.
  14. 054Create a monogram or icon-only mark for small applications.Done whenIcon mark exported.
  15. 055Create a single-colour (black) version of every logo variation.Done whenBlack versions exported.
  16. 056Create a single-colour (white/reversed) version for dark backgrounds.Done whenReversed versions exported.
  17. 057Define minimum clear space rules around the logo.Done whenClear space diagram created.
  18. 058Define a minimum size rule for print and digital use.Done whenMinimum size documented.
  19. 059Document logo misuse examples (stretching, recolouring, low contrast).Done whenMisuse examples created.
  20. 060Present the first full concept package to the project owner.Done whenConcepts shared for feedback.
  21. 061Log the owner's feedback on the first concept package.Done whenFeedback notes recorded.
  22. 062Revise the chosen concept based on round 1 feedback.Done whenRevised concept produced.
  23. 063Present the revised concept for a second round of feedback.Done whenRevision shared with owner.
  24. 064Log the owner's feedback on the revised concept.Done whenFeedback notes recorded.
  25. 065Make final adjustments based on round 2 feedback.Done whenFinal adjustments applied.
  26. 066Get written sign-off on the final logo and colour palette.Done whenWritten approval received.
  27. 067Build the brand guideline document's cover and introduction section.Done whenCover/intro drafted.
  28. 068Add the finalised logo variations to the guideline document.Done whenLogo section added.
  29. 069Add clear space, minimum size, and misuse rules to the guideline.Done whenUsage rules section added.
  30. 070Add the finalised colour palette with hex/RGB/CMYK codes to the guideline.Done whenColour section added.
  31. 071Add the finalised typography specification to the guideline.Done whenTypography section added.
  32. 072Add a simple example application (e.g. cup mockup) to the guideline for context.Done whenExample application added.
  33. 073Proofread the guideline document for consistency and clarity.Done whenProofread pass complete.
  34. 074Export the guideline document as a one-page PDF.Done whenFinal PDF exported.
  35. 075Export all final logo files in required formats (SVG, PNG, PDF).Done whenFull file set exported.
  36. 076Organise all final files into the agreed folder structure.Done whenFiles organised and labelled.
  37. 077Create a simple mockup showing the logo on a cafe cup.Done whenCup mockup produced.
  38. 078Create a simple mockup showing the logo on signage or an awning.Done whenSignage mockup produced.
  39. 079Create a simple mockup showing the logo on a social media profile.Done whenSocial mockup produced.
  40. 080Double-check every exported file opens correctly and matches the approved design.Done whenFile check complete.

Quality Assurance

Check the work against the standard before the client ever sees it.

How the founder judges done

  • Brand assets approved by the cafe owner
  • Guideline document delivered
  • Assets usable across print and digital
QA tasks10
  1. 081Check all logo files for colour accuracy against the approved hex codes.Done whenColour check passed.
  2. 082Check all logo files are correctly named and organised.Done whenNaming check passed.
  3. 083Check the guideline document for typos and formatting errors.Done whenProofreading pass complete.
  4. 084Test the logo's legibility at the smallest intended size once more before delivery.Done whenLegibility confirmed.
  5. 085Confirm all files meet the format requirements agreed in Planning.Done whenFormat compliance confirmed.
  6. 086Ask a teammate or peer to review the final package with fresh eyes.Done whenPeer review completed.
  7. 087Address any issues raised in the peer review.Done whenIssues resolved.
  8. 088Re-check the brand guideline PDF renders correctly on desktop and mobile.Done whenCross-device check passed.
  9. 089Confirm the final package matches everything the owner originally signed off on.Done whenScope match confirmed.
  10. 090Compile a final QA checklist confirming every deliverable is complete and correct.Done whenQA checklist signed off.

Delivery & Reflection

Hand it over properly, then write down what the team learned.

What the client walks away with

A ready-to-use brand identity file the cafe owner can hand to sign-makers and printers.

Handed over

  • Logo files (SVG, PNG)
  • Brand guideline one-pager
  • Colour palette and font specification
Delivery tasks10
  1. 091Prepare a short handover message summarising what's included in the final package.Done whenHandover message drafted.
  2. 092Deliver the final files and guideline PDF to the project owner.Done whenFiles delivered.
  3. 093Walk the owner through the guideline document on a call or in writing.Done whenWalkthrough completed.
  4. 094Confirm the owner has everything they need and can open all files.Done whenOwner confirms receipt.
  5. 095Ask the project owner for a short testimonial on the finished work.Done whenTestimonial requested.
  6. 096Save before/after or concept-to-final visuals for your own portfolio.Done whenPortfolio visuals saved.
  7. 097Write a short case study summary of the project for your portfolio.Done whenCase study drafted.
  8. 098Log the skills you developed and challenges you overcame during this project.Done whenReflection notes written.
  9. 099Note anything you'd do differently on a similar project next time.Done whenLessons learned documented.
  10. 100Submit the completed project for credential review and close it out.Done whenProject marked complete.

FAQs

Common questions

Is this project paid?

No — RogueBoard projects are unpaid. What you earn is real experience, portfolio evidence, and a verified reference.

Can beginners join?

Depends on the role — check the Difficulty rating and each role's required skills above. Several roles on this project are beginner-friendly.

What if I miss a meeting?

Let your Project Lead know in advance where possible. One missed check-in won't remove you from the team, but consistent attendance is expected.

Can I leave early?

You can step back from a project, but try to hand off your work cleanly so the team and the credential process aren't disrupted.

Will I receive a reference?

Yes — completing your role to the agreed standard earns a verified RogueBoard credential and a reference you can point employers or clients to.

H9DPUBrand Identity for a Local Cafe Chain
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