Portland is an American coffee hub. There are at least 30 coffee roasters and more than 150 coffee shops in Portland. So naturally, when it came time to open his own shop, SuperJoy owner, Joe Yang, came to the City of Roses to make his mark. The only problem: how in the world does a coffee shop stand out in Portland? Joe, being a master barista, followed his instincts and came to Headword to give his brand some buzz.
- Brand Identity
One thing that helped Joe stand out was his proud Chinese heritage. Joe was uniquely positioned to be the only coffee shop in town serving beans sourced from China, as well as other unique locations not normally known for their coffee beans. We decided to harness this special place in the market and show Portland that this wasn’t just a coffee shop, but a whole new experience for coffee lovers.
We infused Joe’s Chinese heritage and love of coffee throughout all of Super Joy’s branding. From coffee bags, to cups and t-shirts, we presented Portland with undeniable cultural authenticity in a city where representation is appreciated. We created a custom logotype using various symbols and Chinese characters to make this brand feel as genuine to Joe as it could be.
When designing the bags, we created a pattern to go along the sides inspired by Chinese coffee farmers. We crafted all of the messaging to give insight as to who Joe is, how much love and care go into each bag, and what makes Super Joy so special. Signage, social posts, and merch were also developed for this project, as a way to further the store’s reach throughout the city.
An extremely happy client who reported an increase in clientele in his shop and a second revenue stream that helped our client expand their business during the pandemic.