A small family-owned coffee shop in Upstate South Carolina with an undying love for community, started with one ambition in mind—a desire to do something creative.
Half of the shop is dedicated to selling good coffee and pastries, while the other half concerned itself with selling locally-crafted woolens. The space also provided the local community with a place to gather and enjoy creative events.
The need for a rebrand came in the context of nationwide franchising opportunities.
With a completely shifted competitive horizon and expanded brand usage possibilities, the need for Brew & Ewe to have a versatile identity became the North Star of this new creative endeavor.
The Agora
Similarly to coffee shops today, the agora was at the center of civic life for ancient Athenians. The new brand symbol brings together 3 recognizable images: a public water fountain, a coffee bean, and a sheep hoof print to create a memorable and unique mark to be used by Brew&Ewe for years to come.
The simplicity of the mark allows for practically endless application possibilities.
The selected typeface comes alongside the symbol to create a logo lockup suitable for a people's brand and acts as a catalyst for a lovable brand voice.
All the sheepish puns
In order to stand out and communicate authentically, the strategy positions them as a people's brand. I've made use of an approachable brand voice and pun-filled messaging to create media that speaks directly to the end user about the shop's offering without trying too hard to sell.
+you
The recognition that Brew&Ewe is a people's brand became the driving force behind the creation of creative strategy, messaging, and visuals. As a companion to the effort of connecting with the local communities, I suggested the implementation of what I called an empathy campaign: an effort to bring collectives together.
The homonyms (words that sound alike and have different meanings, but are spelled differently) ewe and you created the perfect opportunity to slightly alter the name of the business into a title that directly calls to every reader. Thus, Brew&Ewe turned into Brew&you to create a phrase with the purpose of gathering devoted brand tribes no matter where they are.
