BRAND
PROJECT
BRANDING DESIGN FOR THE STARLING LOUNGE COFFEE BAR
SUMMARY
I created the branding for Four Keys Brewing, a nanobrewery located inside of the Starling Lounge Coffee Bar in Blissfield, Michigan.
MY ROLE
Branding Design
Print Design
BRAND
PROJECT
BRANDING DESIGN FOR THE STARLING LOUNGE COFFEE BAR
SUMMARY
I re-designed the branding for the coffee bar, Starling Lounge as they moved locations and changed their name from their former coffee shop, Steam Inn.
MY ROLE
Branding Design
Print Design
BACKGROUND
FROM STEAM INN COFFEE ROOM TO STARLING LOUNGE COFFEE BAR
Starling Lounge is a full-service espresso bar in downtown Blissfield, Michigan, offering a curated collection of local coffee, tea, snacks, and more. They proudly feature locally roasted direct-trade coffee, organic teas, and baked goods from nearby artisans. Additionally, Starling Lounge hosts Four Keys Brewing, a taproom nano-brewery serving craft beers brewed onsite. Their small kitchen delights with toasted bagels, weekly curated cheese boards, local salsa with chips, pressed sandwiches, and other delicious snacks.
DESIGN CHALLENGE
RE-BRAND THE STEAM INN TO STARLING LOUNGE AND INCORPORATE A BIRD INTO THEIR BRANDING
The primary design challenge for Starling Lounge was to rebrand their former coffee shop, Steam Inn, while also relocating to a new site. At this new location, they would introduce a taproom featuring handcrafted beer brewed in-house and sold under the name Four Keys Brewing.
The inspiration for the new name "Starling Lounge" stemmed from a personal story: the owner's family had once rescued an injured starling bird and took it to a sanctuary. They wanted this meaningful symbol to be reflected in their new branding, incorporating the image of a starling bird not only for Starling Lounge but also for Four Keys Brewing.
The inspiration for the new name “Starling Lounge” stemmed from a personal story: the owner's family had once rescued an injured starling bird and took it to a sanctuary.
RESEARCH
COFFEE SHOP COMPETITORS, STARLINGS, AND DESIGN STYLES
I started the research & development phase by seeking inspiration from various bird designs and other coffee shop branding. Additionally, I examined competing coffee shops within a 50-mile radius to understand their online marketing strategies. I also investigated current coffee shop design trends to ensure Starling Lounge's updated branding would be both on-trend and relevant.
DESIGN PHASE 1
SKETCHING AND CONCEPTING
During the sketching and conceptualization phase of the Starling Lounge coffee shop rebrand, my focus was on generating initial concepts, exploring diverse design elements such as typography and color, and experimenting with a variety of visual themes. This approach aimed to ensure that the new brand identity authentically embodies the essence of the transformed space and aligns with the owners' envisioned style.
DESIGN PHASE 2
RENDERING AND REFINING
During this phase, I refined multiple design sketches and converted the most compelling ones into digital formats, while also creating initial logo concepts. I then incorporated feedback from the client and made the necessary adjustments to enhance the strongest options.
FINAL DESIGN
FINALIZING AND SHIPPING ASSETS
In this last phase, I finalized the selection of the preferred logo. Additionally, I meticulously refined color palettes, typography, and visual components to ensure alignment with the new brand identity and values. Through close collaboration with the client, we guaranteed that the implementation of the new brand materials—from signage to packaging—delivers a unified brand experience across all products.
