The Challenge
In this project, I was tasked with creating an app and brand identity for the coffee company Perc Me Up. This was a great opportunity to explore how design impacts people's notions of luxury and perception of a previously unknown brand. One idea considered throughout the process was how can a small boutique differentiate itself from competitors like Starbucks or Dunkin?
Click to expand the final prototype video to the left.
What makes a consumer perceive a brand and their product as luxurious?
User Personas
Type + Color
In choosing the type and color, I looked for combinations that were bold and exciting yet relaxing at the same type. The cream and deep green colors evoke a sense of calm, while the lime green adds an edgy flavor that will excite young consumers. The alert color is a burnt orange instead of red, giving the brand a more ownable color scheme.
Montserrat is a favorite typeface of mine, and the big boldness lent a commanding presence to the UI while not detracting from the more serene mood. I also explored Griffith Gothic, an unusual and artistic choice. The type fits the brand personality well and would work great for print, but at small sizes and in long subtitles it could create legibility issues. In the end, Montserrat was the best balance of luxury and legibility.
Final Screen Design
