All About Cha
Something that screams coffee without the cringe of "But first, coffee."
Project Analysis
Problem
All About Cha is a Korean styled coffee shop that wants marketing that expresses their charm. One issue is that the owner of the franchise didn't know what he wanted per say to give off the vibe. Another issue is how do we make All About Cha stand out amongst all the other coffee shops nearby?
Design Solution
The owner at All About Cha emphasized two things that he considered essential to All About Cha’s brand: The students and it being a Korean coffee shop. For the students, he made it essential for the coffee shop to be a comfortable place to study, even if the students don’t buy anything. After long discussions with him, asking about what vibe Cha brought, what his student base was like, and the history of the coffee shop, I realized that the answer was simple: Lofi hip hop beats to relax and study to. I wanted there to be a mix of illustration in whatever marketing I did for the coffee shop, and add that noise filter in each one so that things didn’t seem all that perfect. To me, Lofi hip hop gave this inviting, calming vibe that students can come and work as well as enjoy the tea if they ordered.
Target Users
Students
Millennials
Gen Z
Deliverables
Posters, T-shirt Designs
Cold Brew Advertisement
Sketches/Idea Variations
Final
Note
This was the very first advertisement that I did for All About Cha, and I sent the owner multiple thumbnails along with the references I found so that we could distinguish a specific style together. In the end, there were some key details that I wanted specifically in this advertisement: Brush strokes with varying line weight, an emphasis on the ice, and the lines in the background.
The coffee shop has various locations, and in almost all locations that I’ve been to, they seem to have these shelves that is the main divider of space within the coffee shop, based off of traditional Korean windows. I wanted to incorporate just the shape of it, just to have the coffee stand out a bit more.
Student Special Advertisement
Note
A quick last minute advertisement that the owner had asked me for. Obviously, because it was a student special, I wanted to stick with the lofi hip hop theme even more. I was able to collaborate with a photographer that worked for Cha.
Summer T-shirt
Concepts
Final
Note
Every year, All About Cha has their staff wear t-shirts during the summer because it gets so hot in Oklahoma. After working at the coffee shop for 2 years, I was finally able to convince my former employer to let me design the summer shirts instead of just going to a random design firm in Korea to do it. Not only was I able to design the summer shirts, I was able to talk the owner into having a local shirt company in Oklahoma print them.
For this illustration, I just wanted to illustrate the student base that's suffering through studying in the summer, but also have it refreshing because that's when cold drinks are the most popular. The main idea was that I just wanted a cool shirt that I would buy. All notes aside, I would be their target demographic, so what would I buy? I would want a cool asian street fashion inspired shirt. This was exactly it. No puns, nothing kawaii style, I wanted simple but not too simple, detailed but not too detailed.
Autumn T-shirt
Sketches/Initial Concepts
Finals
Note
For the fall, I wanted a calm theme. Fall is when school is back in session, and I remembered the feelings experienced during the fall season. Wanting a break, constantly wanting a nap, stressed out, needing some sort of calm during the storm. I wanted a beautiful representation of all that.