Project Overview
Problem Space
1951 Coffee Company is a non-profit social good cafe that blends high-quality specialty coffee with refugee training programs. Our goal was to create an accessible brand system that could elevate 1951’s storytelling with mission-driven content. We sought to strengthen brand identity consistency across their platforms and improve the overall customer and community experience.
While 1951 has solid existing branding, their digital presence lacked clear brand guidelines, making the team hesitant to post new content. This uncertainty was amplified with a sensitive political climate, with concerns on the dual nature of privacy and advocacy, with potential consequences. These factors have limited 1951’s ability to consistently communicate mission, impact, and community online.
Thus, we outlined the question:
How might we explore customer journeys and engagement behaviors to uncover opportunities where branding, digital content, and accessibility improvements can be made to create brand-aligned content strategy suggestions and design a brand kit?
Research
Our team conducted 5 research methods to gain insights on 1951 Coffee Company’s current and potential customers. Through a competitive analysis and social listening, we analyzed online and in-person perceptions of local and nationwide cafes.
For direct consumer insights, we conducted a survey with over 100 responses, and held over 12 user interviews. Lastly, we interviewed 3 key stakeholders of 1951 to understand how we could design assets effectively.
From our various research methods, we gathered 4 main insights:
Customers are drawn to mission, but care about coffee first (taste, aesthetics, flavors)
1951’s social presence shines in-person but isn’t conveyed in online presence
Discovery is driven by word-of-mouth and social reviews over branded messaging
Convenience shapes behavior, meaning visibility as a local go-to is essential
COMPETITIVE ANALYSIS
SOCIAL LISTENING
Kelly
Mona
DOUG
Shaping branding and content design to amplify storytelling and visual identity
ROLE
Brand Strategy Designer
TIMELINE
September - December 2025
TEAM
Adonaldo Vu
Nikki Krishnan
Tina Zou
SKILLS
Figma
Prototyping
1951 Coffee Company
Product Marketing
UX Research
Additionally, we created 3 user personas with related user journeys to help understand the typical 1951 customer. Meet Luna, Arjun, and Eric.
BIO
Values
PAIN POINTS
Luna is a 3rd year student at University of California Berkeley. She studies Chemistry, taking on 19 units of courses this semester in order to graduate on time. She also is active within her school clubs, holding positions within these clubs.
Slow Service
Complicated Ordering Process
“I have a class to run to. I just want to order and get my drink as soon as possible without any problems.”
Unreliable Internet
Limited Seating
Goals & Needs
Tools & Platforms
Fast Service
Quick Transaction
Reliable Study Spot
Social Media
Time Conscious
Efficiency
Loyal
Practical
(Tik-Tok, Instagram, etc)
(Friends and Family)
(Yelp, Beli, Google)
Word of Mouth
Reviews
High-Quality Menu Items
Good Seating
“I want a go-to, consistent coffee shop where I can focus on my work for a long time.
Luna Jane
The Studious Student
need photo...
20
Student
INFJ
Drinks coffee multiples times a week
Studies 15 hours a week
Berkeley, CA
Stressed
Busy
BIO
Values
PAIN POINTS
Arjun is a 47 year old working father with 2 kids in Berkeley High. He works 9-5 as an environment engineer most days. As an avid coffee lover, Arjun is also conscious about supporting local, ethically sustainable cafes.
Overly Loud Music
Confusing New Technology
“I have a chill Saturday. I want to take some time to relax in a coffee shop and meet up with some friends.”
Frequent Changes in Atmosphere
Uncomfortable Seating
Goals & Needs
Tools & Platforms
Comfortable Space
Support Mission
Community Newsletters
Community
Sustainability
Loyal
Social Good
(Friends and Family)
(Yelp, Google, Facebook)
Word of Mouth
Reviews
High-Quality Menu Items
Sense of Connection
“I want to relax in a coffee shop with high quality drinks while also supporting a meaningful mission.
arjun menski
The working dad
need photo...
47
Environmental Engineer in Oakland
ENFP
Drinks coffee multiples times a week
Focused on spending time with family and friends
Berkeley, CA
Relaxed
BIO
Values
Eric is a 72 year old, retired resident of Berkeley. After retiring, he’s been looking for new hobbies and activities to fill his time. He enjoys reading newspaper, chatting with the employees, and meeting new friends.
Goals & Needs
Tools & Platforms
Comfortable Space
Support Mission
Community Newsletters
Community
Sustainability
Loyal
Social Good
(Friends and Family)
(Yelp, Google, Facebook)
Word of Mouth
Reviews
High-Quality Menu Items
Sense of Connection
PAIN POINTS
Overly Loud Music
Confusing New Technology
“I have a chill Saturday. I want to take some time to relax in a coffee shop and meet up with some friends.”
Frequent Changes in Atmosphere
Uncomfortable Seating
“I want to relax in a coffee shop with high quality drinks while also supporting a meaningful mission.
Eric smith
The curious local
need photo...
72
Retired
ENFP
Drinks coffee multiples times a week
Focused on spending time with family and friends
Berkeley, CA
Relaxed
PHASE
DISCOVERY
DECISION
ORDERING
REVIEWING
CONSIDERATION
ENVIRONMENT
PAIN POINTS
FEELINGS
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
ACTIONS
Luna Jane
The Studious Student
PHASE
DISCOVERY
DECISION
ORDERING
REVIEWING
CONSIDERATION
experience
PAIN POINTS
FEELINGS
OPPORTUNITY
Outreach or flyers in local communities advertising 1951 as a third space
Set up relaxing or community activities for elders and non-students on weekends
Offering small samples of products to customers, ensuring they will return
Ensure the seating area and physical space is enjoyable for customers to converse and enjoy their drinks
Having physical menus with images and attentive staff ready to help with older folk
Loyalty card stamp encouraging locals to become regulars
ACTIONS
Decides to meet up with his friend at 1951 despite the noise level because outdoor seating is more relaxed and quieter
Goes to 1951 to see if the interior is an ideal place to talk to a friend; he also browses the menu to see if anything sparks his interest
Eric is looking for a new spot to meet weekly with his friend where they can chat and do their newspaper crosswords
They browse the menu on the kiosk the menu and order at the counter with a barista, engaging in friendly conversation.
After talking for a while, they compliment the environment and chat with the baristas about the mission, feeling proud to support a local social good coffee shop
Receive their drinks and pastries quickly; enjoys the high quality menu items, particularly interested in the coffee beans roasted in cafe
Desire to find a new local spot that’s nearby and enjoyable to spend a couple of hours catching up
Outdoor seating feels separate from the cafe; also less of a comfortable environment
Uncomfortable seating outside subject to weather concerns to avoid noise level or full seating arrangements
Unsure if the seating arrangement and noise level of the cafe would be pleasant for a relaxed conversation
Struggled to navigate the kiosk and would prefer a physical menu, unsure on how to order in person without using the kiosk
Environment might be filled with students studying during midterm or finals season, which might prompt a different in cafe experience
ERIC SMITH
the curious local
😮
😌
🧐
🙂
😄
🤔
After investigating how other cafes coordinate their branding and marketing materials, we officially started ideating by doing Crazy 8’s - coming up with 8 ideas in 8 minutes, then adding on additional ideas that came to mind after reviewing the insights from our research. We then organized the into general sections that overlapped or shared similar concepts.
CRAZY 8’S
ORGANIZED IDEAS
Final Deliverables
Our team worked both individually and collaboratively on 7 different deliverables related to marketing, brand identity, and even physical assets!
I worked on creating an physical in-store menu that could also be displayed on their website, given that they currently only showcase their menu items through an ordering application, Snackpass.
Signature Lattes & Specialties
1951 Coffee Company
IN-STORE MENU
Tea & Matcha
Espresso & Coffee Classics
Matcha Latte
Chai Latte
C
H
C
H
Espresso
Mocha
C
H
C
H
Matcha powder,
20g honey, milk
Half Tipus chai,
half steamed milk
$5.75
$5.75
$3.75
$3.75
Double Shot
2410 Channing Way, Berkeley, CA 94704
2 shots espresso, 20-30g chocolate sauce, milk
Habesha Spiced Tea
Strawberry Lychee Matcha
C
H
C
H
Brew
C
H
Turkish Coffee
H
Matcha powder, lychee and strawberry syrup, milk
$3.75
Hot or cold brewed coffee
description
$6.25
$6.25
description
3oz
$4.50
Macchiato
Cappuccino
H
H
2 shots espresso, 2 oz milk
2 shots espresso, 6 oz milk
$4.50
$4.50
Refreshers & Misc.
Cortado
Americano
Flat White
Strawberry Lychee Lemonade
H
C
H
H
Rose Lemonade
2 shots espresso, 10oz hot water
$3.75
2 shots espresso, 4 oz milk
2 shots espresso, 6 oz milk
$4.75
$5.25
Chia seeds, rose water, lemon juice, sugar, edible rose petals
$5.75
Lychee puree, strawberry syrup, lemon juice, dried strawberries
$6.25
Cafe Olé
Pour Over
Latte
H
C
H
H
Bottled Water
$1.75
Tea
Poppi
C
H
2 shots espresso, cold or steamed milk
$5.75
2/3 batch brew coffee, 1/3 milk
description
$4.75
$5.50
Sparkling Water
$4.00
Strawberry Lemon, Cherry Limade, Classic Cola
$3.50
Black, Green Herbal
$3.00
Topo Chico
Other Items
Signature Lattes & Specialties
Croissants
Cookies
$3.50
Espresso Sparkler
Honey Lavender Latte
C
H
C
H
Brown sugar, vanilla, sparkling water
2 shots espresso, 10g honey, 20g lavender, Oatly oat milk
$6.00
$6.00
Other Pastries
Chocolate Chip, Vegan Snickerdoodle
Honey Oat Latte
Hot
Chocolate
C
H
C
H
$4.50
20-30g chocolate sauce, steamed milk
2 shots espresso, 20-30g honey, Oatly oat milk
$5.00
$7.00
C
C
Mochi Muffins
Miscellaneous
Coffee Beans
Regular, churro, red velvet, pumpkin pie, ube
Mylk Labs Oatmeal
Strawberry Vanilla, Blueberry Maple, Coconut Cinnamon, Banana Bread
Latin American Single Origin
The Durable Solution
Cloud King Espresso
African Single Origin
Decaf
$22.50/$8.00
$22.00/$7.50
$22.00/$7.50
$22.50/$8.00
$22.50/$8.00
12 oz. / 4 oz.
Yogurt
Strawberry, Vanilla, Peach
Other
Rx Protein Bar ($3.75), Veggie Cup ($5.25)
Genoa Salame Provolone & Crackers ($5.75)
Mini Butter, Chocolate, Almond
Blackberry Danish, Morning Bun, Pretzel Sticky Bun
$3.50
$4.50
$3.75
Mochi Donuts
Matcha, strawberries and cream, ube, chocolate
$3.50
Synthesis
To analyze the results of our research, we conducted affinity mapping with theme finding and created user personas and journeys to depict common consumer patterns we observed.
AFFINITY MAPPING
Ideation
To help inspire ideas for our final product deliverables, we each conducted an in-depth case study on successful coffee shops across the US. I researched Little Joy Coffee in Minnesota, specifically focusing on their reel series and social media community to gather strategy insights to improve 1951's social media presence.
LITTLE JOY COFFEE CASE STUDY
Visual Quality & Consistency
Feed is visually consistent color and content wise
Photo posts blend in seamlessly with their reel content
Each video a thumbnail and caption that describe the content in the video = increased engagement and retention on that piece of content
Highlights are updated with quick references to FAQ, menu, and seasonal menu
Tagged section is filled with customers showcasing their drinks or the location = organic promotion/engagement
Industry: Coffee and Matcha Patio shop
Location: Northfield, Minnesota
Little Joy Coffee is a coffee shop that utilizes social media as a tool for engaging with current and new customers, as well as a larger non-local demographic, crafting an online community of cafe drink and baked good lovers.
Little Joy Coffee has a larger audience than their direct customers, and has taken on an influencer coffee shop role. With cinematic videos, baristas as main characters of their reels, and a bustling online community eager to gather latte recipes while simultaneously helping them build their menu.
Colors
Logo
Content
Takeaways
Company Profile
Type
bold, lowercase letters with quirks that catch viewer attention & give context to video content
common visual theme & colors throughout feed contribute to cohesive brand image
majority reel/short form video content
thumbnails are varied and text on thumbnail contextualizes video content for easy navigation
Content Distribution & Intentionality
Content split is about 85% recipe videos part of a series and the remaining content being menu updates or other shop updates, with some entertainment content
Variety of content types beside recipe reel series:
Drink making process to encourage users to try it at home OR come try their drink in store
(baristas) rating drinks, customer interviews/interactions
They also have a substack where they upload their recipes for easy access
Leveraging Video Series
Day X of trying new recipes for their fall menu
Interactive for commenters to recommend new suggestions or comment on the drink creation, or
30 drinks in 30 days
Series for winter menu that just kick-started; mimics the day x series
As they go through they’re rating the top 5 drinks of the month
DIY or Buy Episodes
Inspiring audience to make creative lattes at home with visual instructions how to make it
Also gives an estimate cost of making it at home in the video
Are You Sure You Want to Make This at Home Episodes
Similar to the other series but this one features
Additionally, I filmed several reel series and short content videos that showcase their drinks.
We also created a brand book that consolidated brand identity guidelines, our project insights, and social media presence protocols including photo and video implementations. Here are a couple pages from the brand booklet:
Typography
Heading: Poppins
Body: Jost
Poppins Family
Jost Family
Poppins Regular
Poppins Regular
Poppins Bold
Poppins Bold
The 1951 Coffee Company’s visual identity utilizes two fonts: Poppins and Jost.
Poppins is to be used for headlines and within any illustrations. Jost is to be used for any body of text.
Both fonts are available for free on Google Fonts.
To stay visually consistent across all marketing materials, it is recommended that the two variations of Poppins and Jost below are used.
Poppins Thin
Poppins ExtraLight
Poppins Light
Poppins Regular
Poppins Medium
Poppins SemiBold
Poppins Bold
Poppins Extrabold
Poppins Black
Jost Thin
Jost ExtraLight
Jost Light
Jost Regular
Jost Medium
Jost SemiBold
Jost Bold
Jost Extrabold
Jost Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
5
16
Analysis of Current Social Media
Feed Curation
You can adjust the crop of the image on the feed
Feed vs. Reels
Use feed as the main outward presentation of the brand, try to reduce clutter (not all reels have to be on feed)
Overall Feed
Introduce variety into the feed: alternate between people and drinks, videos and still-photos.
Instagram Profile
17
Analysis of Current Social Media
Infographics
Ensure infographics are cohesive with color and typography theme to maintain visual appeal of feed aesthetic
Partnerships
Temporarily post partnerships and archive when event has passed. Post collaborations in a highlight to memorialize them on the page without cluttering feed.
Reposting
Utilize repost button to support organizations or local causes
Instagram Posting Feed
Brand Differentiators
1. Free, Industry-Standard Barista Training
1951 provides refugees with high-quality, SCA-aligned barista training at no cost, removing financial and educational barriers to stable employment. The program builds both technical skills and confidence as newcomers begin rebuilding their lives.
2. Ongoing Employment Support
Graduates receive unlimited, long-term job placement assistance and access to real employment opportunities within 1951’s cafés, ensuring they are supported not just in finding a job, but in sustaining meaningful work.
3. Holistic Refugee Services
Beyond training, 1951 offers English tutoring, career coaching, and entrepreneurial guidance, helping refugees navigate workplace expectations and build long-term pathways for growth and self-determined futures.
4. Community Education & Culture Building
Through events, partnerships, and daily interactions in the café, 1951 educates the broader community about refugee experiences, fostering empathy, understanding, and genuine human connection.
5. Third Space Integration
1951 cafés act as welcoming “third spaces” where refugees and locals meet as neighbors, creating everyday opportunities for belonging, cultural exchange, and co-creation of community life.
1
Brand Identity
1951 creates a space where individuals from different backgrounds can gather, connect, and feel part of a community. Their support for refugees is consistent, offering practical skills and meaningful opportunities while honoring each person’s story. Everything they do reflects acceptance, understanding, and the belief that everyone deserves a welcoming place to begin again.
1
Brand Persona
Welcoming
Human-centered
Empowering
Culturally Informed
Brand Voice
Coffee as a Pathway to Belonging: Coffee shops are powerful third spaces to engage, connect, and co-create community.
Real Employment Opportunities: Free, high-quality barista training and long-term support give refugees the tools and confidence to build new beginnings.
Highlighting Human Stories: Refugees are not statistics. 1951 uplifts their journeys with respect, agency, and warmth.
Community Education & Social Connection: The café becomes a place where locals learn about refugee experiences, fostering empathy and mutual understanding.
A People-First Approach: Every interaction, from training to serving coffee, is rooted in respect, welcome, and purpose.
Brand Voice
Community & café messaging: warm, friendly, neighborly.
Refugee program messaging: respectful, empowering, hopeful.
Educational content: clear, informative, culturally aware.
Partnership or donor communication: sincere, transparent, impact-focused.
Brand Tone
Brand Ecosystem
1
This was the poster we created to showcase the whole design process and an overview of the deliverables we created.
Final Project Poster
This project was a group effort and it was only possible because of the hard work and efforts of each team member. Incredibly grateful for the 1951 team and all of our team meetings, client calls, and the work we put in during fall 2025!
1951 Team
