Treehouse Café Brand
Treehouse Café is more than just coffee. It’s the smiles you share with friends. It’s the comfort of a heavy blanket. It’s the laughs you can’t keep in. It’s the joy you deserve each day.
I created the brand Treehouse Café alongside another designer in the scope of a brand design course. The process began with determining the defining qualities of the brand – joy, comfort, and warmth. With this, Treehouse Café was born.
Once we had decided on the general feel of the brand, we moved on to designing Treehouse Café’s logo, then determined the brand’s colour and typography systems, before finally creating web and print content using Treehouse Café’s branding.
Skills
Graphic design, print layout, web design, packaging design, motion design, visual effects, writing
Software
Adobe Creative Suite (Illustrator, Photoshop, Dimensions, After Effects, InDesign, XD)
Logo
Treehouse Café’s logo is the heart and soul of the brand. This emblem logo combines text and symbolic imagery to perfectly embody Treehouse Café’s joy, comfort and warmth. The graphic integrity of the icon must be observed in all communications and brand usages, as it is a direct representation of the brand.
Full Colour
The full colour logo is the preferred version for all usages. It should always be considered as the first design option.
Black
For use in situations where the full colour version is not possible. It should only be used on solid light backgrounds.
White
For use in situations where the full colour version is not possible. It should only be used on pure solid dark backgrounds.
Clear Space and Integrity of the Mark
When using Treehouse Café’s logo, always ensure that it is sufficiently isolated from other words or images that might detract from it. The logo must always be found within a clear space that measures the height of the logo’s “H” when presented next to illustrations, photographs, rules, page edges, or other type.
Treehouse Café’s logo was carefully designed to perfectly embody the brand’s identity. As such, the integrity of the mark must be respected at all times. No modifications are to be made to the original logo. Please refer to the following prohibited logo usages when in doubt.
DO NOT alter colour from standards
DO NOT fill shapes with patterns or effects
DO NOT print on complex photographs
DO NOT skew or scale the width or height
DO NOT rotate logo to any degree
DO NOT violate the signature clear space
DO NOT screen or modify the opacity
DO NOT add text or change the typeface
Colour Systems for Print and Web
Treehouse Café’s primary colours – bright orange, vivid yellow, sharp teal and soft blue – evoke fun and joy and are integral to the brand’s visual identity. The bright orange and vivid yellow are to be used as the brand’s main colours, with the sharp teal and soft blue serving as accent colours. The brand’s secondary colours are to be used only as solid backgrounds when overlayed with text or graphics.
Typography
Fun, joyful and embellished Winter Christmas is the first font in Treehouse Café’s typographical identity. Winter Christmas should be used sparingly, only for main headings and accented terms. Winter Christmas is never to be used for body text.
Simple, approachable and soft Avenir Next is Treehouse Café’s second font. It is to be used for all body text and sub-headings. Most body copy should use Avenir Next Regular, but accented terms may make use of Avenir Next Bold or Avenir Next Italic. All subheadings are to use Avenir Next Bold.
Most text should be dark gray/black. In addition to being used on white backgrounds, dark grey/black text may be used on the following brand colours: light orange, vivid yellow, light yellow, light teal and soft blue.
White text is permitted on some solid backgrounds. The following colours are the only brand colours deemed dark enough for white text: dark orange, bright orange, dark yellow, sharp teal and dark grey.
Brand Applications for Print and Web
At Treehouse Café, we know that no two days are ever quite the same… and believe that your coffee should reflect that! With so many fun packaging options, you can pick the coffee that best fits your mood and make each day into the special occasion it deserves to be.
Take a scroll through Treehouse Café’s website to select your coffee, and watch the brand’s animated ad to spark some joy in your day!
chloeletendre.ca 