DESIGNER

Jordan Lim

PROFILE/DESCRIPTION

Kim's Cafe and Sandwiches is a small, local business in Albany, California that sells Vietnamese food: they specialize in sandwiches, spring rolls, and soups. High school students frequent the shop because it's close to the school and affordable. Locals also enjoy lunching in their indoor and outdoor cafe areas. Currently, they don't have a memorable logo (so I decided to create one).

GOALS

Brand Advantages

• good location
• relatively cheap
• well-known among locals
• fresh ingredients

Brand Attributes

• trustworthy
• good service
• reliable
• welcoming to all
• originally a family business

Brand Experience

• friendly
• refreshing
• satisfying
• comfortable
• accommodating