The design challenge is to create a cafe serving coffee and pastries in the morning and afternoon, and alcoholic drinks in the evening. It is also an intimate music venue on certain nights of the week. The feeling of this business should be comfy and eclectic, yet modern and young.

The general audience of this cafe is centered around 18-30 year olds.Competitors include other independent cafes and well as big names such as Starbucks and Dunkin' Donuts, and also local bars and intimate music venues.

This cafe is one that differs from big brands, in that it centers around not only coffee, pastries, and other drinks, but it is more of a community center that sells drinks and food. This cafe also is an intimate music venue, providing a place for local musicians.

The goal for Noon Moon was to create an eclectic, yet modern logo that would attract a younger audience who are between the ages of 16-35. The mood of the cafe is meant to be familiar as to make the customers feel comfortable enough to feel inspired. This cafe is different from competitors because it switches over to a bar and music venue at night.

The logo helps emphasize the fact that it is open longer than usual cafes. It also is a bit nostalgic to appeal to the millennials that will come in. The bright colors and duality of the sun and moon will appeal to the younger audience that will come in as well.