Saxby’s caters to young professionals and students, with a focus on interior design, community engagement, and the comfort of meeting up with friends for coffee and snacks. The locations of this franchise are solely based in Philadelphia, mostly colleges and universities.
Saxby’s Brand Identity
Opportunity
Saxby’s target audience is young professionals and hard working students, we wanted to represent them, giving them a space and experience where they can go all the time for, meetings, studying, and catching up with friends.
What is the problem?
We want to solve the miscellaneous inconsistency that the brand now follows, making it hard for consumers to experience too many features to focus on. Without direction toward a singular audience.
Solution
We want to shift the brand’s feel and look to be solely based on the students and young professionals of Philadelphia. Reinventing the brand identity to cater to the audience and represent them and try to reach a more intimate approach.
Design Territories Overview
Direction one
Calm
Productive
Professional
Direction Two
Artistic
Intimate
Urban
