ThrityFour is a brand that I created for GD202 - Designing Identities.

2. brief
THIRTY FOURlounge + cafe
Brooklyn, NY
Type of Company: THIRTY FOUR lounge +
cafe is an establishment that serves a casual,
locally sourced, vegan and vegetarian menu
and encourages work and play by having an
open concept lounge and eating areas.
Unique Qualities: Organic, Sustainable, Open
till 2AM, Dine-In, Takeout, Delivery, Free Wi-Fi/
Mobile Hotspot, Charging Stations, Rooftop
lounge.
Background Info: With a great location in
Brooklyn paired with a fun and welcoming
vibe, customers can come and enjoy a cup
of joe with friends, do some work alone, or
just sit and look out onto the East River and
the skyline of Lower Manhattan. With a prime
location close to numerous subway lines,
tourist attractions, and high-quality amenities,
people come here stop and stare between
touristy spots.
Specific Services/Products: Breakfast, Lunch,
Coffee & Tea, Desserts, Vegan, Vegetarian,
Lounge/Work Area.
Company & Sustainable Practices: Food is
cooked in-house, locally sourced and organic
ingredients, compost or donate leftover
food and ingredients, energy efficient, reuse
or salvage interior décor, keep customers
informed about our practices and how they
benefit them and their environment.
Role of communication: Remind consumers
that lounges/cafes are a place for everyone
and anyone to enjoy whether they’re with a
group of friends, on a date, or by themselves.
Target audience: Young teens and adults that
seek a place outside of traditional settings to
do homework, be entertained, and special
occasions.

3. Typical Customer Demographic: Late teens
to Early 30s, Student, Young Professionals,
Couples
Preliminary List of Items to Design: Menu,
Glass Containers, Paper/Tote Bag, Uniform,
Window Displays, Website, Social Media
Adjectives: Quirky, Comfortable, Modern,
Inexpensive, Bright, Clean, Casual, and Cozy.
Simple Competitive Analysis:
Brooklyn Roasting Company: Eco-friendly cafe
serving fair-trade coffees, espresso & pastries
in loft-style digs with free Wi-Fi,
Smile to Go: Hip counter-serve spot for
sandwiches, salads & rotisserie chicken, plus
coffee & baked goods.
Blue Bottle Coffee: Trendy cafe chain offering
upscale coffee drinks & pastries, plus beans &
brewing equipment,
House of Small Wonder: Petite eatery
dispensing coffee, sandwiches, brunch &
other fare in a bright, quaint setting, Japanese
eatery.

4. logo mark black & white
color

7. process sketches
moodboard

11. stationery business cards
letterhead

14. deliverables
tote bags
packaging stickers
uniform
menu design

22. thank you!