Shaka Cafe
Scope of Work: Brand Strategy, Brand Messaging, Tagline Creation, Mission, Vision, Core Values, Visual Identity, Logo Design, Label Design, Packaging Design, Social Media Marketing, Interior Art Direction, Marketing, Print, Menu Naming, Menu Design
ABOUT THE BRAND
Shaka Cafe, located in Howell, MI, is dedicated to providing healthy and convenient food options, including Acai bowls, smoothies, protein shakes, pressed juices, oatmeals, and toasts. Committed to supporting the local community, Shaka Cafe sources ingredients from local businesses, ensuring only the highest quality ingredients from trusted third-party suppliers. Each menu item is thoughtfully crafted to promote the health and happiness of their community.
SHAKA CAFE'S BRAND TRANSFORMATION & SUCCESS
Shaka Cafe has successfully established a strong and cohesive brand identity with appealing labels and packaging, all designed by Randi Design Co. This achievement has significantly increased their brand recognition both globally and within their local community. Since opening their doors in October 2023, Shaka has made remarkable strides. Within just six months, they were voted Best Restaurant in Livingston County and Best New Restaurant in Howell.
THE CHALLENGE
Shaka Cafe lacked experience in branding and needed comprehensive guidance and support to establish their identity. Additionally, with the increasing popularity of acai bowls in Michigan, Shaka Cafe needed help creating a distinctive brand that stands out in a competitive market.
OUTCOME
Randi Design Co. successfully managed the full branding project for Shaka Cafe. This included defining the brand strategy, mission, vision, and customer journey, as well as developing brand messaging. We created a cohesive visual identity featuring a logo, labels, and packaging design. Additionally, we devised strategies to effectively communicate with the target audience, through social media campaigns and gain attention from health and wellness business leaders.
BRAND STRATEGY & VISUAL IDENTITY
The process began with in-depth market research and competitor analysis, exploring consumer demographics, behaviors, and desires. Leveraging these insights and the client’s goals, we developed a visual identity that stands out in an increasingly saturated market, effectively targeting their audience.
The captivating visual identity includes a versatile logo with variations. The curated color palette features playful and mature organic tones. Design elements include blue organic abstract shapes, orange outline shapes and patterns, and earthy textures, creating a visually engaging and cohesive brand. The typography selection features “Quicker Mingo” for a classic feel, “Clash Grotesk” for a modern touch, and “Shift” for added versatility. This combination ensures readability and aesthetic harmony across all brand materials.
Every design element was meticulously crafted to convey Shaka Cafe’s commitment to wellness and community, ensuring a cohesive and compelling brand presence across all touchpoints, while also creating a tasteful Hawaiian-themed space that resonates with their audience.
LOGO STRATEGY
To capture Shaka Cafe’s vision, we developed a bold logo featuring a shaka sign and waves, creating a strong and recognizable brand mark. Alongside the primary logo, we designed a secondary logo and a text-only version for versatility. The secondary logo simplifies the elements into a circular form, ideal for smaller scales, while the text-only logo provides a clean, typographic option.
These variations ensure Shaka Cafe’s branding is cohesive and visually appealing across all mediums, from surfboards and packaging to digital and print materials. The logos are designed to be scalable and versatile, reinforcing Shaka Cafe’s brand identity consistently.
Packaging & Labels
Following the brand identity and labeling regulations, we extended our design expertise to create label designs that showcase the natural coloring of Shaka Cafe’s products.
Additional packaging employs a playful approach making Shaka Cafe’s items easily distinguishable on shelves and enhancing readability. This cohesive design strategy not only ties the products together visually but also ensures practicality and standout appeal on online delivery services such as Grubhub and DoorDash.
Menu DESIGN STRATEGY
Leveraging our expertise in restaurant psychology, we understand that a less-is-more approach is especially effective for new establishments. Despite the challenge of a large menu, we successfully organized the items to ensure they are easy to read and visually appealing. This thoughtful design has increased sales by encouraging customers to try new items and order more.
SOCIAL MEDIA CAMPAIGNS
With the brand strategy and target audience in mind, we developed a social media strategy that significantly boosted brand recognition, drove in-person sales and community engagement. Focusing on health and wellness in a fast-food-dominated area, the campaigns aimed to engage and educate the community about healthier convenient options.
By collecting data and adjusting strategies as needed, we ensured the campaign remained effective and aligned with Shaka Cafe’s goals, solidifying its position as a community-focused, health-conscious establishment.
Client
Designers
Date
June 2023