Superior Roast

Superior Roast

Branding, Identity, and Web Design
Zipcode: 54880 (Superior, Wisconsin)

With Duluth Minnesota just over the bridge, Superior Wisconsin can often take in visitor traffic. The general population consists of a mix of college students and people who are locals of the area who have lived there for a long time. With the research and statistics of a retail merchandising team, my team decided on establishing a cafe-bookstore pulling on the themes of the area.

Think

A homey cabin vibe would make the cafe-bookstore feel like a welcoming local establishment and unlike a chain coffee shop. To set our establishment apart from local competition, the branding and identity were created to give it a local connection.

Design

A sense of local community within the brand was created through a logo and identity. The brand was expanded through marketing materials, a website, and on-site components.

Make

The branding came together to encompass the character and environment of Superior, Wisconsin. The logo and grey-blue color palette, harked back to the adventure tourism of the area as well as Lake Superior to fully solidify the local feel. The name gave a final double meaning to further connect it to the local scene and establish the brand.