This project required me to develop my own brand while abstaining from cliches. Given the option to focus my project on a coffee shop, burger joint, or ice cream shop, I chose a coffee shop. To do this, I tied in attributes from my hometown and personal life and crafted a brand strategy, logo, icons, style guide, and merchandise for a hunting lounge coffee shop. Through leaning into hunter demographic research, nostalgia from personal memories, and hand-drawn illustrations, I created a brand that compels viewers to “sip on the wild side”.