Coffee Shop Branding for REFUEL Coffee Co.

Coffee Shop Branding for REFUEL Coffee Co.

How Reverb Church is Preparing to Fuel More Futures Through a Blend of Coffee and Community Than Ever Before

By: Laura Lopez | Branding Case Studies Communications & Marketing

Coffee shop branding: A dream Reverb Church is ready to bring to life

REFUEL Coffee Co. is a coffee shop for dreamers. Founded by Pastor Bryan Lamoureux and the leaders of Reverb Church in St. Augustine, Florida, REFUEL Coffee Co. seeks to combine quality coffee with a mission to serve the community. With a background in hospitality, they saw an opportunity to create a space that blends exceptional coffee with a welcoming atmosphere, catering to all who seek inspiration and connection.

Coffee Shop Branding for REFUEL Coffee Co.

Reaching people with an independent spirit

REFUEL Coffee Co.’s goal was clear: to resonate with and attract an audience of dreamers and entrepreneurs. Go-getters and independent spirits. All while differentiating themselves from competing coffee shops and the church’s brand. While they had the vision, the desire to serve the community, and the hospitality expertise, Reverb Church needed the tools to communicate with their audience. They called on ArtSpeak Creative to give REFUEL Coffee Co. brand messaging and a visual identity.

Coffee Shop Branding for REFUEL Coffee Co.

Reaching energetic dreamers with brand messaging

Bryan Lamoureux and his team could clearly define the type of people they wanted to attract. Communicating with them was another story. REFUEL Coffee Co. needed tailor-made, strategic messaging to help them reach their desired audience.

After diving deep into REFUEL’s audience and identifying its key personas, we chose tone words to help direct their voice and communications: energizing, personal, purposeful. These words speak to passionate, entrepreneurial young adults and professionals who are seeking connection.

At the core, these individuals aspire to find the essential ingredients that will set their lives on a successful course. On the flip side, deep down, they’re worried a successful and fulfilling life is out of reach.

We chose to address their aspirations and anxieties with the tagline “Don’t dream on empty” and the brand promise “Fueling your future.”

Coffee shop branding: creating a custom visual identity

Second, we collaborated with Bryan and his team to create a visual identity they could take to market.

We designed a custom logo to visually express REFUEL Coffee Co.’s vibrant personality. Knowing energy is a major theme for them, we explored different types of fuel sources like flames and batteries. We kept coming back to a lightning bolt to most clearly express REFUEL’s dynamic personality (and audience) and energetic tone.

Keeping in mind REFUEL’s upbeat audience, we chose pulse words joyful, energetic, and bold to describe the brand’s look and feel. Typography is another way to communicate brand feelings based on pulse words.

A monochromatic color palette—with a pop of yellow for a nod to high energy—creates a high degree of contrast, like the rush you feel after a great cup of coffee.

We decided on the combination of Masker Area to grab attention, Morganite to give a loud, bold tone, and Instrument Sans to appear clean and friendly. A monochromatic color palette—with a pop of yellow for a nod to high energy—creates a high degree of contrast, like the rush you feel after a great cup of coffee.

Lastly, we created an array of icon assets that can be used in a variety of applications. These graphic elements add interest and a playful element to the overall brand. We tailored the iconography to make REFUEL stand out in a way that feels illuminated and bespoke.

Coffee Shop Branding for REFUEL Coffee Co.

Fueled up and ready to launch

Though not yet launched, REFUEL Coffee Co. is equipped with a compelling brand that aligns with its vision and mission. When Bryan and his team are ready, they have a brand poised to engage with their audience and establish a meaningful presence in the community.

What dream project do you want to fuel?

Ready to launch the big idea you’ve been dreaming about? Let us equip you with everything you need to make it possible. Schedule a call with us today and let’s start building your brand together.