Visual Communication Designer
Hyunjun Lee
Hyunjun Lee
Visual Communication Designer
Objective
When Ricky, my client, approached me, he already had a clear vision for his logo design. The name "Nevaeh" was derived from spelling "Heaven" backward, symbolizing his aspiration for the coffee shop to be a haven of relaxation and stress-free environment for urbanists.
Solution
Upon comprehending Ricky's vision for his coffee shop, I proceeded to design multiple logo options for him to choose from. Additionally, I created a comprehensive case study featuring various brand merchandise designs. Below, you will find the final logo design and accompanying product designs that showcase the culmination of my creative process.
Challenge
One of the notable challenges in this project was to create a logo that effectively captured the brand identity without unintentionally evoking religious symbolism or misinterpretations.
Colors
Typography
Colors
Clean White
HEX: #FFFFFF
Refreshing Mint
HEX: BEE6D7
Cute Mauve
HEX: EDB2B2
Simple Black
HEX: #000000
Final Logo design
Despite the challenges posed by the COVID-19 pandemic, Nevaeh Coffee has commenced operations through pop-up events and catering services at various locations. Although the official shop opening has been temporarily postponed, Ricky has displayed unwavering dedication and determination to grow his business through alternative means. I am immensely grateful to Ricky for entrusting me with the opportunity to contribute to his venture. Below, you will find authentic photographs captured at Nevaeh Coffee, providing a glimpse into the real-life experience of the establishment.
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Nevaeh Coffee
Nevaeh, a Specialty Coffee Shop renowned for its high-quality coffee beverages, served as the inspiration for this freelancing project. The objective was to create a minimalistic brand identity that reflects the finest aspects of the coffee shop. Simple line drawings and trendy color tones were used to convey the desired aesthetic. Drawing from the coffee shop's unique name, "Nevaeh," which is the word "heaven" spelled backward, the design aimed to evoke a sense of heavenly delight.
Client Name: Ricky
Located: Los Angeles, CA
Dates: June 2019
Designed by HyunJun Lee
Vector Sketch
After gaining a deep understanding of the brand identity for Ricky's coffee shop, I presented him with several logo options to choose from. Ricky specifically expressed his desire for a logo featuring two hands touching at the fingertips, symbolizing "city" in sign language. Considering the connection with "heaven," the hands could also be interpreted as "praying hands." However, due to the potential misinterpretation of the logo as a religious symbol, I suggested an alternative design featuring a hand holding a coffee tree branch. This logo turned out to be an excellent match for apparel products, resonating well with customers while maintaining the brand identity.
Branding
Establishing brand attributes was crucial in maintaining consistency throughout the entire experience, encompassing print works, packaging, and merchandise design. The following keywords encapsulate the essence of the brand:
Modern
Relaxing
Unique
High-end
Minimalistic
Openness
Community