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The Whole Bean ~ a concept brand and website project

Screenshot of an Orchestral Composer's Website

Project Description

In the fall of 2017, I had the opportunity to further my branding skills through an online Visual Design course. An element of this course consisted of developing a brand identity and website landing page for a fictitious coffee shop owner.


  • Develop a brand identity including colors, images, icons, and logo
  • Develop a website landing page to:
    • highlight the grand opening of the coffee shop
    • entice customers to visit during the grand opening
    • begin an email list for the coffee shop

Project Details

As part of the assignment, I was to work under the assumption that I was creating a brand identity and landing page for a coffee shop opening in a new neighborhood trying to attract local clientele. I then needed to imagine what the shop and its owners would be like.

The following was used as a basis for this project: The Whole Bean is a fictitious coffee shop with a warm, friendly personality that just opened up in the neighborhood. The owners are very sincere and want their shop to become the space everyone visits for their coffee and perhaps grabbing a scone or sandwich on their way to work. The atmosphere is casual, perfect for someone to sit and work for a while or catch up with friends.


Tim Isham website ipad format from https://www.TriciaIsham.com

The Whole Bean Logo & Icons

Based on all of this research, I designed the logo to be simple, block-shaped and highlighting the cup and coffee bean. Nothing fancy or cute, just straightforward, yet with just a hint of personality in the streamlined cup and bean design. This same look was extended to the icons I created to represent the coffee and food menus.

All of this is flows nicely with the streamlined mission statement: Our mission is to serve delicious coffee to wake up, inspire and connect our neighborhood.


The final design is a clean, minimal website landing page for The Whole Bean that reflects the warmth and friendliness of the coffee shop with warm colors and images that make the visitor want to visit The Whole Bean themselves. It supports the owners’ mission for this coffee shop so much that, by the end of the project, my husband was hoping it was opening down the street! (I’m a hot cocoa drinker, myself.)

As mentioned above, this was a concept project and was considered a complete final assignment with Photoshop files for the landing page, and Illustrator and InDesign files of the supporting items bundled and prepared to pass along to a developer.

The final items created for The Whole Bean coffee shop were:

  • Brand Personality and Identity
  • Mission Statement
  • Creative Brief
  • Logo
  • Color Scheme
  • Icons
  • Imagery collection
  • Type scale
  • Brand Style Guide
  • Social Media Header

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