Logo Rationale

The logo is an industrial style design, where the type conforms to the inside of the circle. It is inspired by the catalogs and the industrial branding from department stores, which were popular in East Vancouver in the mid-late 20th century.

The marigold orange identifies with the history of the location: it is reminiscent of the sun in the name of this Hastings-Sunrise neighbourhood, and it was the primary colour of the beloved 1970-1990’s Canucks uniforms when they played in East Vancouver.

Location

The brand identity is strongly influenced by location. In particular, Catalog is influenced by the Forst’s Department Store that originally existed at this address and by the Hastings area that has long been an industrial hub within Vancouver. Also, the location is close to the port of Vancouver and it is responsible for the diverse products that are brought into our city and into the cafe.

Website Design

The website invites the customer to see the catalog of coffee and tea that is offered, as well as gives them a sense of the physical space and branding of Catalog.

Annual Report and Promo Kit

Both the annual report and promo kit are centered around the cafe’s involvement in community non-for-profit initiatives. These designs reveal how the cafe values the Ride to Conquer Cancer as a means to connect to the community in a positive way, and as a touchpoint for new customers to interact with the brand.

The promo kit was designed to be given away through an Instagram contest, where cyclists from the Ride to Conquer Cancer would enter by tagging the Catalog Instagram account for a chance to win a branded promo kit, which will enhance brand relationships.