Puura Puura
Ube Cafe
What is Puura Puura
Puura Puura is an ube cafe with elements of cats as a design motif. I wanted to create a brand that seemingly blends the cute simplicity of enjoying the little elements to create a cohesive blend of cute and put-together. I see this cafe brand nestled in Boston Massachusetts that offers a delightful blend of ube-flavored treats and beverages.
Customers can enjoy their ube delights while surrounded by a relaxing and enjoyable atmosphere that is inspired by small cafes that have similar branding. Puura Puura provides a novel experience where the joy of savoring delicious ube creations is enhanced by the comforting presence of adorable feline friends.
The Name
PuuraPuura derives its name from the Filipino term “pura,” an alternate name for ube. The cafe creatively incorporates the feline element by adding the soothing sound of purring, resulting in the charming name PuuraPuura.
Logo
Creating a simple yet polished logo inspired by East Asian cafes and their aesthetic. I considered incorporating a minimalist doodle of a cat to capture the ease and charm.
For the typography, opt for a clean and playful that complements the simplicity of my illustration. The overall design was to convey a sense of approachability and style, aligning with the laid-back vibe.
I experimented with a limited color palette of soft purples and landed on one that was close to the color of the ube but had a pastel look.
Menu
My menu I had envisioned a wavy cutout that wasn't the traditional shape of the menu. With keeping the playful but polished look of type I wanted everything to be sans serf to keep with the correlation of the line work of the illustrations. With the fonts, I found and learned more about typography as I went along with the project to create a stronger readable menu that adheres to the hierarchy
Packaging
The packaging design underwent a trial-and-error process. Initially, I incorporated a pattern of confetti and bubbles to maintain the light-hearted brand essence. However, following my instructor’s suggestion, I shifted towards emphasizing illustrations on the majority of the packaging.
This adjustment proved to be more successful in establishing a cohesive brand identity, aligning seamlessly with the logo and menu.
Collateral
For my collateral I was very excited about the possibilities of incorporating the illustrations to them, it features a loyalty card, shoulder bag, and sticker pack.
Advertising
Adverting I had seen the scrapbook trend and wanted to incorporate that into the brand since it fits within the illustration style with the logo. I saw it as cute commentary on the sweets and drinks that would have a comforting approach to the brand.
Website
My website I was looking through many cafe websites and wanted to create a bubbly aesthetic that is decorated with illustrations of the brand identity. I selected a playful and colorful website template that embodies the essence of a ube cat-themed café for Puura Puura. The design with vibrant ube hues, adorable cat illustrations, and whimsical fonts, ensures a visually appealing and cohesive look.
Environmental
Locating suitable mock-ups that aligned with PuuraPuura’s brand identity posed a challenge. While the signage and A-frame presented minimal difficulties, crafting a storefront image that seamlessly integrated with the brand’s aesthetic and allowed for personalization proved to be more challenging.
After some effort, I discovered a mock-up resembling the architectural style found in Boston, featuring inviting windows that adorned the storefront and complemented PuuraPuura’s overall vibe.
Conclusion
As I was crafting PuuraPuura, it was shown to have been a valuable lesson in the intricate process of brand creation. My initial concepts and designs have evolved significantly, each step in the project serving as a unique puzzle piece. Balancing the task of creating something both fun and unique, yet seamlessly aligned with the overall brand aesthetic, has been a rewarding challenge. The collaborative nature of the process, with feedback from my classmates and exploration of different avenues, has played a pivotal role in refining and optimizing the designs for PuuraPuura. This experience will undoubtedly shape how I approach future projects, and I am immensely proud of how PuuraPuura has come together. I sincerely hope you find as much joy in it as I do!
Credits
Designer: Annie Huynh
Instructor: Katey Stafford
Tyler School of Art and Architecture, Temple University.
Stock Photography sourced from Adobe Stock, Unsplash, Death to the Stock Photo
