building a usable brand from the ground up
KIAB coffee shop brand system
brand strategy | logo design | visual system creation | stakeholder guidance
KIAB is a community-focused coffee shop being developed in West Philadelphia, envisioned as a welcoming neighborhood space with the potential to grow. The founder needed a brand created from scratch that felt refined, approachable, and recognizable, while remaining practical enough to work across signage, packaging, and everyday use.
my role: Designer and brand lead responsible for developing the visual identity from concept through execution, and establishing a foundational brand system to support consistent use across future touchpoints.
challenge: Starting from a blank slate meant defining not just how the brand looked, but how it would function in the real world. The challenge was to create a visual identity that felt intentional and credible without overcomplicating the system, while helping the stakeholder make confident decisions without getting stuck in endless options or revisions.
approach: I developed the brand from the ground up, starting with core visual principles that balanced warmth and refinement. From there, I designed a logo and supporting system that emphasized clarity, legibility, and ease of use, making sure the brand could be applied confidently across menus, signage, and digital materials.
Throughout the process, I acted as a trusted voice, helping narrow decisions, set clear direction, and keep the work focused on what would serve both the business and the community long term.
outcome: The result was a cohesive, flexible brand that gives KIAB a strong foundation to grow from. The system supports consistency without feeling rigid, allowing the business to show up clearly and confidently across environments as it evolves.
