BRANDING: Tanked Coral Cafe + Lounge
Tanked is a coffee shop with a mission to educate patrons on responsible coral cultivation & conservation. Inspired by cat cafes that originated in Taiwan, Tanked Coral Cafe is a community hangout with a coffee shop atmosphere. Behind the cafe is a hidden speakeasy called Acropora. It offers an “if you know, you know” experience and immersive lifestyle, right in line with the current speakeasy craze
Inspiration & Moodboard
Inspiration for this brand came from bright species of coral, the textures and colors of the beach, cozy coffee shop furniture, vintage coastal photography and the surfer lifestyle.
Main Logo(s)
For this brand, I felt it would be beneficial to create two separate identities - one for the café & one for the speakeasy.
The main logo for Tanked that is like a puzzle in and of itself, inviting the viewer to look deeper. The closely-kerned lettering creates a tight rectangular shape, reminiscent of a fish tank, particularly with the curved baseline. The subtle curves of the letterforms provide interest and readability. The coral icon is repeated in the sub-brand for consistency and connection.
Research on rare varieties of coral brought me to the perfect name for the hidden space - Acropora. Acropora is a genus of coral, many species of which are among the most difficult to find in the wild. Broken down, this word consists of: ACRO: highest, best, elite + PORA: a period of time.
Print Marketing Mockups
MONTHLY SUBSCRIPTION BOXES: These will be available in the coral cultivation category & the coffee category, both of which donate a portion of the proceeds to coral reef &/or ocean conservation.
OTHER MERCH: Shirts and stickers will be available for purchase, with a portion of the proceeds benefiting coral conservation. The merch for Acropora is very subtle in the daylight, but glows in the dark.
Digital Marketing Mockups
SOCIAL MEDIA: The social media presence for Tanked is bright, energetic and welcoming. In contrast, the vibe of Acropora is mysterious, moody, immersive.
WEBSITE: The website for Tanked advertises the physical items for sale from the company, as well as offering entry points for education. The coral icon on the top right is secretly clickable & will take to the website for Acropora.
IG STORIES: An example of Instagram stories published through the Tanked account, providing education on the value of coral reefs.
Branding for Tanked | Coral Cafe + Lounge - emphasis is on coral conservation education, a welcoming and immersive atmosphere, energy and warmth.
“Wow, Tyler and I are absolutely obsessed with your work! You clearly spent time to understand the coral industry (which we know is very niche) and we LOVE the aesthetic you created. Plus, the subscription box is such a creative idea, and love the way you called it a “lounge” too. Not to mention, branding the speakeasy as a separate spot, which was really smart! You are so talented! We are majorly impressed and it was so cool to see an idea we love so much come to life through your work. Great job!!!”
“Your work is so stunning, thoughtful, and cohesive! You rocked this assignment!”
“I love how everything came together! Keep crushing it!”
“This is looking so good! I love your fonts. Simple with just the right amount of personality and they compliment your logo well! Your icons are also super cute. I love the hand drawn feeling.”
“I love how the branding for Acropora fits so well with Tanked and looks super cohesive!”
“LOVING what you’ve got going here! Keep it up!”