My team and I went to work developing plans for a new logo, presence on the Bookstore website, new social media collateral, and proposals for altering the store itself to match the new branding. The below images are the result of our process. We opted to brighten the color scheme, modernize fonts, and introduce a mascot. The updates increased sales 15% and made the store competitive with the campus Starbucks.

While we worked as a team on a lot of the project, I personally came up with the logo and mascot concept, the button of the month idea and designs, the social media videos, and the conceptual products.

For the new Perks logo, we opted keep the store's brown color, but swapped the green to a brighter shade. We updated the previous logo by cutting the previous logomark (a coffee cup) and introducing a logomark of the new mascot, Perky the Squirrel. I proposed Perky as a green squirrel with the goals of being unique (a brown squirrel with a green background was too mundane) and providing a cute mascot that students would like. We introduced a slightly updated logotype, modernizing the look more.

I then developed a collection of social media and promotional videos showcasing Perks' new mascot, Perky (below). We also created a "Perky's Pick"/"Perky's Drink-of-the-Month" promotion to feature our specialty drinks and entice customers (below). We included a "button of the month" with every purchase of a drink of the month (below), and each button featured Perky in different costumes.

We also hosted contests and events in Perks to increase business and community engagement. For example, we hosted a coloring contest that received over 100 entries and multiple poetry slams and live music nights.

We also had a hand in the redesign of the store itself — we proposed painting accent walls, replacing the menus, and adding accent branding elements throughout the store. This was carried through and brightened and modernized the space. The new colors tied the store more closely to our logo and website updates.