Neko Cat Cafe Rebranding

Deliverables: Logo, brand guide book, merchandises, mural, social media, website
Overview
The objective of this project was to design a brand for a local Cat Cafe in Seattle that reflects the brand’s personality and  improve the design system that they currently have.
Problem to solve

How might we improve the overall design system to match the brand personalities and attract more customers?

Roles
Solo | Visual designer, Layout, Illustration, Web design
Timeframe
12 weeks
Tools used
Illustrator, Photoshop, Indesign, Figma
Current signage
Current wall graphic
Current logo
Current interior graphics
Current packaging design
History
After living abroad in both Japan and Vietnam for 3 years, Caitlin Unsell fell in love with the cat cafe culture. While she wasn’t busy teaching Kindergarten in Japan, she visited every cat cafe possible with her partner Cory, dreaming of opening her own upon her return to the United States. The combination of her love for cats and a decade in the restaurant industry made NEKO Seattle and later, NEKO Bellingham a natural progression. She and her partner have created a place where you can bring your friends for happy hour and your niece on Saturday morning.
NEKO opened in2017. Before its temporarily closure in March 2020 due to the pandemic, the cafe was able to adopt all the cats out to foster homes and Neko successfully found a home for 63 cats.
Audience

For people who love spending time with cats but cannot adopt one due to different circumstances, NEKO is a haven to come and play with the cats while enjoying food and drinks there. Not only this is a great place for family and friends to hang out on a rainy day but they can also find a perfect kitty for adoption.

Mission
At NEKO cat cafe, we are dedicated to providing the best possible care for our rescue cats and preparing them for future loving homes.  We offer a sanctuary where cat lovers can unwind and interact with our beloved feline friends while enjoying delicious drinks and snacks. People choose us because they want a fun cat experience in an easily accessible, downtown neighborhood. Cat lovers are also encourage to purchase our adorable merchandise in store or online.
Process
  • Brand research, brand territory and positioning attributes
  • Tonal Territories
  • Concept board development
  • Logo development
  • Further deliverables
Tonal Territories
Logo development

I sketched out ideas on paper when I first created the logo and picked one that features a charming cat curled up in a circular shape with pencil hatching texture. Simple and accessible, it captures the essence of the brand’s persona in a single image. The logo’s color is anchored in coffee brown, evoking the warmth and comfort of a freshly brewed cup of joe. It’s also like a top view of a cup of coffee. The typography of the logo is also carefully chosen to convey a sense of friendliness and approachability, which is rounded and playful with soft, curved lines that mirror the relaxed and comfortable vibe of the space.

Final insight

It was very challenging to find the unique things about Neko Cat Cafe which set them apart from their competitors. I considered various themes and styles to make sure my concept visually reflected back to the tonal territories. The concept "Fluff and Cuddles" captured the warmth inspired by calico cat fur, wood textures and cozy sweater perfectly. I'm glad to say that the project was a success and has helped me to improve my design skills which will be beneficial in the future.

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