Study various coffee shops and cafes in the Los Angeles area. Create a brand/identity for a new shop based on findings.
After visiting a number of locations, I was drawn to a particular area of Downtown Los Angeles that was heavily decorated with graffiti and gave off a street style vibe. In that same area, a modern/hipster coffee shop was located. It was an interesting juxtaposition considering the coffee shop's minimal, wood and brick interior in relation to its grungy, tagged up concrete surroundings.
I decided to blend the two worlds together to create "L.A. Grind Coffeehouse." The naming decision uses "grind" serving two purposes in its coffee context as well as being an urban term for "getting work done." The overall goal of the brand is to create a unique balance between the hipster and urban aesthetics.