The Brief Design a logo based on a specific industry and subject.
Mellow Mutt is a cafe that invites dog owners and their furry friends to enjoy coffee and community. The logo and branding for this project are inspired by the clean design of modern-day coffee shops with a fun, four-legged twist!
What is a "Barkery"?
A barkery is a cafe or bakery that includes products for dogs! Not only can it create treats for your furry friend, but these cafes can also allow dogs inside the establishment. Think of it as the dog equivalent of a cat cafe, which has risen in popularity in the last few years.
The typefaces used and how I combined them!
Typographic Decisions
The fonts used for this logo include Magic Retro Regular and Rainesta Black Demo. On their own, these were effective, but didn't live up to the personality of Mellow Mutt. Magic Retro has the personality and tail-like swash on the "M," but it just didn't fit. Instead of settling, I decided to combine the typefaces to create a custom logotype. I used Magic Retro as a base and replaced the "e" and "u" with Rainesta, adjusting the letters to fit harmoniously.
The very first page of ideation in my sketchbook for Mellow Mutt!
Some notes and sketches on industry cliches... Coffee beans, paws, coffee cups.
A graphic-dominate logo.
The final icon sketch.
The final icon render.
Design Decisions
As a concept, a dog cafe and "barkery" is a fairly fresh take on the classic cat cafe. To help Mellow Mutt brand stand out as a storefront, I chose an energetic green to compare to the pinks and neutrals that most of these cafes have. I also chose a specific dog breed, the basset hound, with an iconic look and personality to represent the brand. This playful aesthetic appeals to the target audience of Mellow Mutt, which consists of families and individuals who are pet-obsessed and run on caffeine, like most of us.
The final Mellow Mutt brand guidelines.
Takeout container surface design (base packaging not mine).
A look at the takeout containers paired together!
