Walden (formally known as Karma Coffee) in North East Minneapolis has been a local favorite for me and to do this rebranding is very inspiring because of how unique Walden is with their personal branding they recently underwent, the one thing I would change about their current branding now is that is alittle childish and full of illustration. My objectives for this project include becoming more comfortable researching brands, and curating a identity that matches their child like aesthetics through color palettes, font choices, and design choices (patterns/trends) that are used on all the brand's identity. My biggest challenge was creating a logo that I thought fit Walden– I ended up illustrating a W in a certain art style because I wanted to draw some animation that went along with it, like smoke/fog forming the logo in a GIF but that ended up being something on the back burner so I can learn how animation works. I worked through some solutions by brainstorming and looking up different illustrative art styles online and coffee shops around the Twin Cities.
