Branding

With the rebrand of Daily Grind coffee, the goal was to create a more concise target market with the branding and create a more unique brand identity that the coffee shop can embrace.

Being in the St. James area, Daily Grind focuses on the working class market of 18–35-year-olds, and through that, we decided to push into the 1920s to 1930s aesthetic for our market to latch onto. These decades were chosen because of the drastic shift between the two eras. The 1920s representing the highs of life with the roaring ’20s and the 1930s showing the hardworking people of the Great Depression.

Merging these two aesthetics match the direction of Daily Grind with focusing on the working class through the grind of life.