24/7 - A Student Collective
Spring 2020
Brand Identity, UX/UI Design, Copy Writing, Voice and Tone, Packaging
Designed alongside Ellie Chung and Makaela Nagy
24/7 - A Student Collective is a collaborative branding effort between Makaela Nagy, Ellie Chung, and Jen Brooks. 24/7 is a 24-hour coffee shop that aims to serve San Francisco’s college students. It offers quiet study spaces, delicious coffee and snacks, reliable wifi, as well as cafe staff who also serve as student mentors. 24/7 functions on a collective model which means that the student workers are simultaneously managers who oversee the operations of the store. 24/7 seeks not only to foster a relationship with its customers but to create a bond in the community that welcomes students and provides them with the necessary resources to succeed.
We created 24/7 out of a need in the community. As former San Francisco college students, we noticed an opportunity for this kind of business during our time at the University of San Francisco. We wanted to design a space, as well as a brand, that was friendly and welcoming, as well as one that had the potential to become a fixture in the community. Keeping that in mind, we created our brand with character, giving everything a hand-done, less-than-perfect feeling. We wanted students to relate to the brand and picture themselves in everything we designed. Collegiate themes are also prevalent in many of our assets, including pennants, lined paper, and office supplies.
As a group, we developed the logo and brand pillars for 24/7. When designing the touch-points for our brand, I was responsible for developing our app, designing the coffee cups, sleeves, and bags, designing stickers and pins, creating storefront mockups, and creating the wall graphic for inside of the cafe.