Initial research into the coffee offering/store market served to confirm owner, Akram’s business direction and involved the change of the business name from JAVA LOUNGE to JAVA ROASTERY. This served to encompass a move to a complete coffee offering.
Utilising research we conducted in the market, Forty49 developed the brand positioning, vision, mission statement, brand values and the rationale behind the visual identity.
A clean, fresh logo design created a motif of the A and V shapes in the name. The design and colour choice was a deliberate move away from typical coffee iconography that can get lost in a crowded market.