That coffee shop on 4th Street with the mismatched branding confused me bad

I walked into Brew & Bean last weekend in Portland and their logo is a rustic mountain scene, but the inside is all neon lights and punk rock posters. It felt like two different brands fighting each other in one room. How do you even fix that kind of identity clash without starting from scratch?

2 comments

2 Comments

adams.henry21d ago

Read some interview with a brand consultant who said customers need to get the whole vibe in like 3 seconds or they bounce. Brew & Bean's mountain logo screams "calm coffee escape" but the neon inside yells "punk dive bar" so people are stuck confused. They'd probably fix it by picking one aesthetic to lean into hard like swapping the menu fonts and staff shirts to match whichever direction feels more authentic.

black.mark21d ago

@adams.henry that mountain logo thing totally hits, i was at a coffee shop once where the playlist was all punk but the mugs had little deer on them - so weird right?