On the surface, the Cool Bean Cafe was just another small-town cafe; but behind the bar, a passion brewed for rigorously prepared specialty coffee and espresso. When the shop changed ownership in 2020, this zeal took centerstage and radically redefined the values, mission, and menu of the shop. It quickly became apparent that the new positioning required a new visual identity, eventually culminating in a rebrand and a name change to Clouds Rest Coffee.
There were a few important priorities for the rebrand:
- complement and communicate the specialty quality of the coffee and food served.
- play to the strengths of the shop’s natural setting, reflecting its close proximity to Yosemite National Park and the unique outdoor culture that surrounds it.
- craft a logo and visual identity that could both anchor and grow with the shop in its new direction.
The result of our labor together is a handcrafted system infused with Clouds Rest’s values and an aesthetic that pairs perfectly with their tasty cappuccinos.
There were a few important priorities for the rebrand:
- complement and communicate the specialty quality of the coffee and food served.
- play to the strengths of the shop’s natural setting, reflecting its close proximity to Yosemite National Park and the unique outdoor culture that surrounds it.
- craft a logo and visual identity that could both anchor and grow with the shop in its new direction.
The result of our labor together is a handcrafted system infused with Clouds Rest’s values and an aesthetic that pairs perfectly with their tasty cappuccinos.
SCOPE:
-Logo and alternate lockups
-Brandmark
-Typography & Color
-Illustrations
-Menus
-T-shirt
-Internal Documents
-Brand Guidelines
The Name
Though less ubiquitous than landmarks like Half Dome and El Capitan, Clouds Rest is an impressive feature looming over the Yosemite Valley. When we were discerning a new name for the coffee shop, we knew we wanted to reference the park, but in a way that avoided being cliche or kitsch. Clouds Rest was a perfect fit.
Logo and Alternative Lockups
Inspired by archival stamps, the logo is rugged yet handcrafted, reflecting its hand drawn architecture
The stamp motif allows the logo to expand or contract fluidly while retaining its identity.
Brandmark
The Resting Cloud, Clouds Rest’s brandmark, depicts the silhouette of the Clouds Rest against a rising cloud.
Brand Emblem
The brand emblem is a combination logo for use at larger scale featuring a detailed illustration of the shop’s namesake peak.
Color Palette
Typography
The typographic selections share a by-hand/calligraphic foundation.
1. Stratus is a font I custom-designed exclusively for Clouds Rest. Drafted by hand based on old USGS topographic maps, it’s used for headlines.
2. Alegreya Sans, with its friendly, calligraphic forms, is perfect for secondary headlines.
3. Lora is the font of choice for body-copy.
1. Stratus is a font I custom-designed exclusively for Clouds Rest. Drafted by hand based on old USGS topographic maps, it’s used for headlines.
2. Alegreya Sans, with its friendly, calligraphic forms, is perfect for secondary headlines.
3. Lora is the font of choice for body-copy.
Menu
I created all the menus for Clouds Rest, from the hand painted chalkboards to templates for food and drink handout menus.
T-Shirt
To celebrate the rebrand, we designed a limited run commemorative t-shirt with a large back panel illustration of the old storefront.
Internal Documents
These internal documents introduce Clouds Rest’s newest employees to the shop’s values and rules, and to its visual identity via interspersed film photography, brand colors, and typographical choices.
Brand Guidelines
The cord that binds Clouds Rests visual identity together, the Brand Guidelines cover everything from proper use of the primary logo and assets, to guidelines for photography, to messaging and voice for Clouds Rest’s in-person and online presence.
