The uniformity of urban coffee shops has led to interchangeable brands. Time to caffeinate the concept.
San Francisco Coffee Company—
Hamburg / 2011
SFCC is a coffee house chain that has established 20 coffee shops in Germany – mostly in the south – so far. The planned countrywide expansion is to be supported by a new corporate architecture. Its design gives a new fresh look to the brand.
The typical American Diner booth is quoted in the different seating arrangements. Light colored cushioning and furniture correspond with the corporate color blue, which is used for the highly recognizable ray-shaped ceiling graphic. Takeaway-goods as coffee, tea and merchandise products are presented on individually designed displays, which show the same care for detail as the ironic menu board fixtures. The casual and ironic narrative of the Coffee-Stories Campaign displayed on posters, points out the high quality of the products. Components like organically shaped lamps or the folded counter front describe an unpretentious atmosphere and lightness of being – the American way of life.