Rooftop Retro Espresso Bar

Role:

Designer, Illustrator, Researcher, Brand Identity, & Packaging

Software:

Illustrator & InDesign

Project Summary:

Rooftop Retro is an upscale espresso bar that serves coffee and light food during breakfast and lunch. This project was a concept I created for my Brand & Identity class. The espresso bar is intended to be on a rooftop located in Center City of Philadelphia. The rooftop is supposed to give customers a beautiful view of the city. The brand identity has a retro aesthetic to it. I created a menu, packaging, and a responsive logo collection for this project. I also designed the pattern for the packaging design.

One of the challenges I faced was that there are so many cafe options in Philadelphia and that will make it challenging for my concept to stand out. Although, I tackled this challenge by specializing as an espresso bar. In addition, I wanted a rooftop deck to attract people who want a picturesque scene of Philadelphia. The rooftop aspect of the cafe is inspired by Cira Green and Bok, also both located in Philadelphia. Cira Green is a rooftop park, and Bok is a makerspace for the arts (they also have a rooftop bar).

Another challenge I faced was how to pander this concept to customers of all ages and cafe needs. I wanted to attract people who are social drinkers and people who would dine in. Although, there would be an “on the go” option on the ground floor at the front of the cafe for people who want to come and go. I also want to cater to those who love flavored coffee and sweets, especially as an espresso bar that offers a variety in coffee. I also offer standard coffee options for those who like to keep things simple. I solved these challenges through research.