UPPER MILLSTONE:
RE-BRANDING CASE STUDY

Rebrand of an existing coffee shop, focusing on refining the visual identity and creating a more cohesive look and feel.

Red & Yellow Creative School of Business: Graphic Design Intermediate course

Design Strategy

For Upper Millstone, I wanted to move away from generic coffee shop branding and create something that feels warm, artisanal, and grounded. I chose a rich palette of warm rust and cream to bring in that cozy, community-focused café feeling. The typography includes custom illustrative details to highlight the craft nature of the brand, while keeping layouts clean and readable. Every piece, from the physical storefront elements to the packaging is designed to blend comfort with high-quality, professional execution.

Process & Ideation

I wanted to move away from generic coffee shop branding and create an identity that feels warm, artisanal, and grounded. Based on my market research, our core audience values cozy community spaces that feel like a home away from home. This led to a brand direction inspired by a relaxed, rustic atmosphere where customers can settle in and connect

Mood Board: Target Market

Mood Board: The Current Business

Typography Choices:

For the logo, the digital scamping phase was all about simplification. While I initially explored an illustrative concept combining cups, coffee beans, and croissants, the final direction strips away the clutter. By focusing on a clean, simple layout using a bold serif typeface, the new design keeps the identity clear, memorable, and easy to read across all digital platforms/

Digital Scamping Logos

The colour palette leans heavily into an organic, warm vintage feel. I selected an artisanal orange as the primary tone to bring warmth and vibrancy to the brand. I paired it with rich, complementary earthy neutrals to avoid a flat look while keeping the identity cohesive.

UPPER MILLSTONE: RE-BRANDING CASE STUDY