The brief, via @designerbriefs on Instagram
“Compani is a cozy cafe for people and their pets who want to relax together. Pets get their own menu with things like a Pupaccino or Meowffins and comfy seating, because this cafe isn’t just pet-friendly, it’s pet-first.”
Here is the full brief, as given by @designerbriefs.
On reading the brief, I was immediately interested as a pet lover myself (for proof, go to the contact page).
The first thing I tackled was the logo. I wanted something that felt like handwriting, but that was still legible even by those that are unable to read cursive.
The key was to put the soft and welcoming messaging of the company while also showing off its goal of including pets to the point that they’re near the target clientele. With this, I worked in cat and dog ear shapes, something distinct for each breed.
The fonts followed suit, aiming to balance out the cursive font with a simple and elegant sans-serif.
Next, I wanted to develop a pattern to use as the background for the Compani loyalty card. Again, utilizing a handmade and handdrawn look by drawing icons associated with dogs and cats using the pen tool and converting it into a pattern, placing it on a misty blue color out of the Compani color guide I created.
These recognizable icons include: a mouse, a stick, a fish, a bone, and a tennis ball
Now we bring it all together, bringing in the fonts created upon the inception of the logo, the pattern, and then the stamping detail for the loyalty card.
For the stamps, I wanted the incentive to not just be the free Pupaccino and the Meowffin, but also bring in the incentive of collecting. Specifically, collecting a little friend each time you purchase an item at Compani.
Not only is the message and incentive made clear by a concise and written-out reward system, but also by a fun collection system.
