Common Ground
Brief: Create an identity scheme for an independent coffee shop, 'Common Ground', with ‘a distinctive style’ which should look and feel ‘radical contemporary; not tree hugging or dog on a string, but definitely anti-corporate.’ ‘Audience: 25 + educated, design conscious, politically aware.’
Solution: Pigeons were adopted as the design theme for Common Ground, as icons of the urban environment. The aesthetic was applied across branded materials such as mugs and take away cups, as well as T-shirts for staff, which were designed to suggest interaction between the pigeons as colleagues moved around each other within the shop. As one of the key elements of the brand imagery, the ‘foot’ mark supports the primary pigeon logo, and can be exploited
in various design schemes for the coffee shop, including packaging, environment and promotional materials.
Solution: Pigeons were adopted as the design theme for Common Ground, as icons of the urban environment. The aesthetic was applied across branded materials such as mugs and take away cups, as well as T-shirts for staff, which were designed to suggest interaction between the pigeons as colleagues moved around each other within the shop. As one of the key elements of the brand imagery, the ‘foot’ mark supports the primary pigeon logo, and can be exploited
in various design schemes for the coffee shop, including packaging, environment and promotional materials.