CASE STUDY | BRANDINGNocturnal Delights Cafe
A branding and case study analysis for a fictitious cafe that serves delicious pastries and beverages all-night long in downtown Vancouver.
CHALLENGETo create a safe and secure space to attract night owls
The challenge is to create a safe and secure space to attract night owls in an establishment that operates late at night for baked goods, delightful beverages, and a pleasant, cozy atmosphere. Competing with beloved local late-night bakeries in the city is also challenging as they have already established a loyal customer base. A new bakery and cafe, like Nocturnal Delights Cafe, must offer unique and high-quality products, excellent customer service, and a welcoming ambiance to attract customers downtown.
STRATEGYMake a unique and popular destination for night owls who enjoy indulging in delicious treats at odd hours
Nocturnal Delights is a fictional bakery and cafe downtown that specializes in artisanal baked goods and beverages. It is one of the very few establishments in British Columbia that remains open late at night, making it a unique and popular destination for night owls who enjoy indulging in delicious treats at odd hours. Whether you’re in the mood for a cup of coffee, a decadent pastry, or a savoury snack, Nocturnal Delights offers a wide range of options that will get you feeling owl-right.
The goal is to provide a safe and secure space for all the night owls in the city, where our target audiences, the studious university students and the dedicated late-night service men and women, have delicious baked goods and beverages at night.
SOLUTIONPortray a feeling of warmth, comfort and darkness, perfectly encapsulating the sense of a late-night
The brand identity portrays a feeling of warmth, comfort and darkness, perfectly encapsulating the sense of a late-night establishment in downtown Vancouver. I intentionally made it dark to distinguish it from the competitors who use bright, colourful pastels to attract customers. Using the imagery of an owl, known for being active and alert at night, makes them perfect symbols for the bakery’s commitment to serving customers fresh and delicious baked goods and beverages, even during the late hours. The goal is to remind customers of the warmth of freshly baked bread and pastries and how comforting it feels to have them during the wee hours of the night.
KEY TAKEAWAYExploration of my interests
The idea for this project began as I thought about my interests and desires. As a huge coffee and dessert enthusiast, I often crave these treats late at night. Unfortunately, my only options are fast-food restaurants that serve subpar baked goods and beverages. I wondered what it would be like to have a space where bakeries and cafes operate even during the wee hours of the night.