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| Fancy. |
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| Oooh. |
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| Relaxed, quaint interior. |
Laynes has a minimal aesthetic that creates a comfortable relaxed environment. The serif logo creates a sense of class while the sans serif 'ESPRESSO' contrasts this with a modern sense. A relaxed tone of voice is needed to express the brands attributes.
The target audience could be described as 'Hipsters', 18 - 40 professionals that have a considered palette in relation to coffee. Targeted at travellers commuting to and from the train station but also coffee enjoyers who want a relaxing experience.
I want to work with the idea that Laynes Espresso is to be drank while working, taking notes or reading as this is directly relatable to the activities of the target audience.
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