Brand Building and Evolution
Coffee & Donuts is a fictional cafe brand I created for an abandoned Dairy Queen down the street from my old apartment in the Logan Square neighborhood of Chicago (it’s now the original Parsons Chicken & Fish). At the time, Logan Square only had one coffee shop. What if that abandoned Dairy Queen became another neighborhood spot?
Building a Foundation
Defining the whats and whys of a brand
Learning about Logan Square
Let’s look at where we want to put this cafe.
What’s different?
I suppose verything is different now.
Coffee and Donuts, the first time around
Where did this project come from?