Cafetal
Rebranding for a farm-to-cup coffee company in Arizona

Combining a rebrand with a new interior design

Crate47’s rebranding of Cafetal included a refreshed coffee shop logo design and brand pattern that alluded to their Columbian coffee farming roots. This theme was carried through in Liqui’s coffee shop design which is a modern take on the traditional look of cafés and bars found in Tropical regions. By working closely together in this way, Crate47 and our parent company Liqui offer our clients a fully integrated service that engenders a true synergy between the coffee shop branding and interior design.

We delivered: Brand strategy | Rebranding | Logo design | Sub-branding | Print design | Website design

Crate47 rebranding for Cafetal showing the coffee shop logo design on the menu design
Crate47 rebranding for Cafetal showing the coffee shop logo design and pattern on business cards
Crate47 rebranding for Cafetal showing the coffee shop logo design on takeaway coffee cups
Crate47 rebranding for Cafetal showing the coffee shop logo design and pattern on coffee bags
Crate47 rebranding for Cafetal showing the coffee shop logo design and pattern on a takeaway food box

Updating coffee shop branding with a heritage look

For Cafetal, we modernised their rather dated branding by first updating their existing coffee shop logo design. We lightened the font used for their name and cleaned up the illustration while making all the elements the same line weight. As part of our rebranding strategy, we also wanted to bring the company’s history to the fore as they had been coffee farmers for many years. To this end, we introduced the slogan “FARMING SINCE 1960” to the logo design as well as encircling the outer roundel with a zig-zag pattern that pays tribute to their Colombian heritage.

Crate47 rebranding for Cafetal showing the coffee shop logo design on the website design
Crate47 rebranding for Cafetal showing the coffee shop logo design on an enamel badge
Crate47 coffee shop rebranding for Cafetal showing the brand pattern on hatbands

Activating our branding for coffee shops

For our sub-branding, we looked at brand patterns and created a linear repeat inspired by traditional regional textiles. It has been used throughout our print design – often on a band of yellow that matches the colour found on the Columbian flag. The brand pattern augments our coffee shop logo design and both work well on the natural-looking paper stock we chose because of its similarity to the colour of coffee sacks. Cafetal’s roots in coffee farming were also brought to the for within our website design which incorporates views of verdant Columbian valleys and farmland as background imagery.

Find out more about our branding

Crate47 rebranding for Cafetal showing the coffee shop logo design on the cafe window
Crate47 rebranding for Cafetal showing the coffee shop logo design on a glass of ice cold coffee
Crate47 rebranding for Cafetal showing the coffee shop logo design and pattern on a growler jug
Crate47 rebranding for Cafetal showing the coffee shop logo design and brand pattern on a coffee bag, growler, and glass

An interior that works harmoniously with the branding

Liqui’s tropically inspired coffee shop interior design is open and airy with a variety of natural materials being used throughout. There is an abundance of rattan wicker light shades as well as two large wooden ceiling fans hanging from open ‘rafters’. The light timber is carried through in the form of louvre window shutters and slatted walls as well as an open structure over the counter area and herringbone flooring. There is a living wall to the rear together with hanging plants in front of the counter and ferns behind the banquette seating – all adding to the tropical feel. Black and white photos of the family coffee farm are grouped on one wall and are a testament to the company’s long history in the coffee business. Finally, the brand pattern is printed on the cushions of the banquette and a large CNC cut-out of the coffee shop logo design hangs on the inside of the window bringing the brand and interior together.

Cafetal coffee shop design by Liqui showing an interior view with branding by Crate47
Cafetal coffee shop design by Liqui showing an interior view with branding by Crate47
Cafetal coffee shop design by Liqui showing an interior view with brand pattern by Crate47 on the seating
Cafetal coffee shop design by Liqui showing an interior view with counter and seating areas
Cafetal coffee shop design by Liqui showing an interior view with counter, seating areas, and retail space
Cafetal coffee shop design by Liqui showing an interior view with branding by Crate47
Cafetal coffee shop design by Liqui showing an interior view with counter and seating with branding by Crate47
Coffee shop design by Liqui showing a 3D plan view
Cafetal coffee shop design by Liqui showing an exterior view with branding by Crate47

“By working in unison, Crate47 and Liqui offer our clients a fully integrated service that engenders a true synergy between the branding and interior design.”