Crazy Frog Cafe: Public Awareness Campaign
ADDY Award Nominee | February 2023
Project Overview:
I was tasked with creating a visual identity and deliverables for an imagined non-profit organization. My concept is The Crazy Frog Cafe - similar to other popular pet cafes, Crazy Frog houses and cares for various endangered species of amphibians on view for cafe guests to browse and interact with, while offering themed cafe snacks and drinks to enjoy during their visit.
To establish itself as a non-profit, The Crazy Frog Cafe donates $1 of every purchase to the Rainforest Trust association to aid in the conservation of the Amazon Rainforest, a natural habitat of many amphibian species.
Target Audience:
Pet-themed cafes attract a diverse range of age groups, spanning children, teenagers, young adults, and seniors, each with distinct interests and requirements. For The Crazy Frog Cafe, I specified my target audience to female frog lovers, aged 13 to 25. Audiences attracted to pet cafes are passionate about animals and seek opportunities for direct interaction, while others seek a relaxing escape to enjoy some good food and the distinct experiences these cafes offer.
Design Approach:
Keeping my target audience in mind, I wanted the visuals for Crazy Frog to appear modern, hip, and relaxing while engaging new customers. I chose a simple color palette with shades of olive green and off-white for a modern and cozy feel. For the poster series, I hand drew the 3 different frogs interacting with coffee/tea mugs to hint at the cafe's frog theme, show it serves food and drinks, and create a fun mascot for passersby to engage with. Each corresponding tagline calls to one of the cafe's purposes: eat good food, relax with the frogs, and serve the planet.
I created the cafe's logo by combining a frog and a teacup to represent the cafe's unique identity. The secondary logo depicts the frog leaping - when shown in a repeat pattern with the primary logo, it appears like a fun animation sequence. I designed additional deliverables (letter, envelope, business card, coaster) with the hip, modern, and fun appeal.
Deliverables:
