Logo & Visual Identity
Illustrated Merch Designs
Product Photo & Videography
+22% Increase in Yearly Revenue
Comprehensive Branding for the woman-owned dark academia coffee shop of North Jersey.
We worked extensively in visuals, branching our logo philosophy out to a merch line and videography focus for social media and menu design.
One of few woman-owned coffee shops in Northern New Jersey, Hug a Mug Coffeehouse graced its town through lockdown, but lacked clear identity, strong customer recognition, and a cohesive visual system.
The original Canva-made logo wasn't rememberable, and didn't attract foot traffic.
Any photo/video evidence online wasn't as engaging as the actual shop itself.
In the Late Internet Era, strong brands have strong social media presence. We showcased weekly specials and fan favorites as cinematic sighs of relief, stopping the algorithm scroll to remind customers that if they ever need a space to relax, we're there.
Monthly scripting, shooting, and scheduling of "stop the scroll"-technique video production.
Custom menu screens, cup stamps, and signage to enhance the customer experience.
A lot of brands rely on scarcity-based messaging. You're missing out! You need this in your life! Hug a Mug is designed to chill out the racing thoughts, not exacerbating them. We're regularly collaborating with local talent that shows up, for free, as part of our content scheduling.
The owner gave it to me on a Friday. It wasn't for any reason. She could just tell I needed it. "That's the kind of hug I give to my daughters," she said. If my 3 years of continued partnering with Hug a Mug can convey the right hug at the right time, then we've done the job well.
