AMAN COLLECTIVE

Context

AMAN COLLECTIVE is a warm, comfortable and secure space for people to connect with each other, without being too flashy or noisy. It offers a caring and welcoming environment.

Challenge

Most cafes have too busy and distant environments that may feel over stimulating and uncomfortable for sensitive people who are looking for a peaceful space. Also most cafes don’t have a strong feeling of community or togetherness between the staff and the people who visit it.

Audience

AMAN COLLECTIVE is aimed for community seeking 25-60 year old men and women who wish to find a safe and comfortable space free from over stimulation such as loud noises and bright lights.

Positioning

For community seeking adults looking for a safe and comfortable gathering place. AMAN COLLECTIVE is a community based cafe that offers an environment free from excess sensory stimulation, because it was designed with the customers comfort in mind by people who genuinely wanted to create a welcoming, community centered space for everyone.

Voice Examples

Warm, gentle, kind

‘‘Environments for being.’’

‘‘Feel the peace. Have a coffee. Connect.’’

‘‘Calm space, for people.’’

Visual Direction

Simple and minimal aesthetic. Approachable and warm.

Font: Minimal and clean serif

Cream and crimson palette paired with dark grey and white

Photography: warm, cozy, dim lighting

Note:

This is a conceptual brand project created to demonstrate brand strategy and identity approach.