Advertising, Branding, Content, + Design

360º Brand Identities

What It Is.

In 2008, Dale Schotte had a struggling coffee shop he’d purchased that came with a name and an existing logo inherited from the previous owner. The original shop was (and still is) on Park Avenue in the Lafayette Square neighborhood of St. Louis. And, after much deliberation about the potential for confusion with the Ave’s celebrity cousin in NYC, we decided to keep it along with the silhouettes of the homes that are evocative of the Victorian homes in the neighborhood. Other than that, we were starting from scratch.

Why It’s Here.

It was a holistic brand identity effort.

As a regular, walking distance, customer, I was ready, willing, and eager to help Dale set his new venture up for sustainable, scalable, success.

I initially designed and oversaw the application and production of the brand at every touchpoint, including, but not limited to, the logo, tagline, indoor and outdoor signage in a variety of fabrication methods and materials, advertising, sales collateral, wearables, merch, packaging, menu boards, wall graphics and light pole banners, and … a vehicle wrap.

So What?

Dale has since gone on to open 5 more stores — and counting — as of this writing and now has a full-time creative team working to extend the brand system I developed.

Almost immediately, Dale launched a gooey butter cake bakery off-shoot with his sister. They kept me engaged to develop the branding for Park Ave’s sibling brand (literally), Ann & Allen Baking Company.

Ann & Allen Baking Company developed and produced the first packaged gooey butter cake mix sold at retail. I designed the packaging.

If You Love Something, Set It Free.

Below are images, gathered from around the web, of the identities I gave life to living their best lives.