Pedestrian Coffee
Services
Brand Strategy
Brand Identity
Digital Strategy
Web Design & Development
Packaging
Signage
COLLABORATORS
Lifestyle photography by Mathew Nimmo
Product photography by Tim Wright
Copywriting by Pip Craighead
Overview
Pedestrian Coffee is a coffee company based in Chicago, IL, committed to making great coffee feel inclusive.
Pedestrian’s aim is to reach both the specialty coffee connoisseur as well as the average “morning cup of joe” drinker, offering beans specifically curated for the way people drink.
Phase 1
Brand Strategy
Problem
All too often, great coffee has the reputation of a weird art film: “pretentious and inaccessible.”
This is a problem Tim Taylor, founder of Pedestrian Coffee found too common. From the menu to the way baristas interact with customers, coffee can feel all too daunting for a lot of people. All the coffee specs and selection customers are often bombarded with can easily go over the average coffee drinker’s head.
How does a coffee brand retain its appreciation for specialty coffee and all its intricacies while also remaining accessible to the general public?
SOLUTIOn
We started by dialing in Pedestrian’s tone of voice and attitude. We worked on making sure of all the copy and coffee information was highly accessible to the average coffee drinker. From Pedestrian’s brick-and-mortar menu to the online digital experience. We provided Pedestrian with our full suite of services — from logo design and signage to coffee cups and a website. Together, all these elements are meant to position Pedestrian as a trusted coffee brand that believes coffee isn’t just for hipsters.
Phase 2
Brand Building
Pedestrian is a place where both the speciality coffee connoisseur and the average “morning cup of joe” drinker can feel at home.
Aptly named, Pedestrian came from a desire to communicate simplicity and imply the guiding precept that ‘everyone is a pedestrian.
Keeping in step with the motif, the logo was inspired by the familiar ‘walk’ sign seen at street crossings around the world.
The colors used in Pedestrian’s branding are derived from the red, green, and yellow of the traffic light. This color scheme isn’t just fun — it’s functional too; the colors on different coffee bags identify what type of coffee drinker each coffee is ideal for.
Every point of customer interaction is an opportunity to tell the Pedestrian story.
Phase 3
Brand Experience
The initial Pedestrian site was successfully launched in 2019. But when the COVID-19 pandemic rapidly escalated in April 2020, Pedestrian felt the need to beef up their online presence — and fast.
Duty called! We were able to jump in and help Pedestrian launch their coffee-subscription program in a rapid turnaround.
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