TRUE BLUE COFFEE AND GELATO
True Blue is a coffee and gelato shop located in Dillon, Colorado. I played a dynamic role while working on this project. I was responsible for brand identity, interior design, menu design and shop collateral, store setup, and photography.
BRAND IDENTITY
I created True Blue Coffee & Gelato’s brand from start to finish. Step one was to come up with a name for the shop. The owner is Australian, so researching Australian slang words was the first step. We chose the word true blue means very genuine and all-around good. I also thought true blue could represent those bluebird days on the mountains, which also resonates. After the clients agreed with the name, I got to work designing a logo. Along with the logo I designed the brands color palette that would be used throughout the cafe products, menu design, interior cafe design, and more.
LOGO DEVELOPEMENT
The logos above represent my final drafts for the coffee shop’s logo. To emphasize the mountain café theme, I incorporated mountain symbolism into the designs. In the chosen logo, I used triangles to symbolize the mountains.
BUSINESS CARDS
I’m highlighting the business cards from this project because this design became the core of much of the branding work I did. I extended this design across coffee cups, signage, and apparel to maintain a cohesive and strong brand identity.
MENU DESIGN
The menu was extremely tricky for a brand-new coffee shop. I made the menu about 100 times remaking it to fit all the new additions or 86ed items. I have displayed one-sided paper menu for physical use, the large drink menu that used to hang on the wall, and the newest TV menus, for easy menu edits.
STORE DESIGN
True Blue is housed in a former Starbucks location. While we were able to renovate much of the shop, there were some elements we had to preserve. I designed a layout that maximized the space, providing ample seating and room for customers to queue while ordering coffee. Below, you’ll find some of my digital sketches and photos of the finished coffee shop. We faced several challenges, including working with a tight budget, which made the project both exciting and creatively demanding. I had to design the space within the client’s means, and their numerous ideas sometimes presented obstacles. Despite these challenges, the final result exceeded expectations. If you find yourself in Dillon, Colorado, after a day on the slopes, be sure to visit True Blue Coffee and Gelato.
SHOP SIGNAGE
I collaborated with a signmaker to create eye-catching signage for the coffee shop. We chose a 3D letter design that lights up at night, making the sign stand out as you drive down Route 6 in Dillon.
I sourced apparel and aprons that perfectly matched the brand colors. The employee and coffee shop shirts featured our logo and custom mountain art I designed, while the aprons were embroidered with the True Blue wordmark.