The foundation of the Camp Honey Coffee + Provisions brand began with a conversation with its founder, Whitney Holliday. After leaving her corporate career, Whitney pursued her dream of creating a neighborhood coffee shop in Knoxville that would serve as a welcoming gathering space for her community. Located beside a popular public park, the shop drew inspiration from Whitney’s childhood memories of picnics with her mother. This nostalgic, community-centered vision became the guiding strategy for the rebrand.

Through research into local culture, customer needs, and the shop’s unique positioning, I established a brand strategy that celebrated both the sense of place and the spirit of connection. From the outset, it was important that the brand embody warmth, approachability, and versatility, reflecting both the café experience and the provisions customers could take with them into the park.

The logo was designed to feel organic and hand-crafted, echoing Whitney’s request for a visual style that honored her husband’s background in woodblock printing. This hand-created effect brought an authenticity and tactile quality to the identity, balancing playfulness with craftsmanship. The design direction leaned into natural textures and illustrative qualities that could translate across print, packaging, and signage while still feeling rooted in the story of Camp Honey.

The identity system was intentionally flexible, built to evolve as the business grew. Each element was designed with adaptability in mind, allowing the brand to remain fresh while still maintaining a clear, recognizable visual presence.

The color palette was inspired by Whitney’s vision of quilting and picnic traditions, with a vibrant mix of cobalt blue, poppy red, kelly green, honey yellow, light blue, and pink. These bright, joyful tones captured the seasonal variety of outdoor gatherings while also creating a distinctive palette that could stand out among local coffee brands. Much like a quilt, the colors were designed to be layered and combined in multiple ways, giving the brand energy and flexibility across applications.

Typography was chosen to balance personality with readability. The type system complemented the handcrafted logo by pairing approachable, humanist letterforms with clean, versatile supporting fonts. Together, these elements reinforced a sense of both tradition and modern community spirit.

To bring the identity to life, I created a range of branding materials that carried the spirit of Camp Honey into every customer interaction. These included window decals, tote bags, stickers, coffee bag designs, and a “coming soon” banner to generate early buzz before the shop opened. I also developed custom templates for social media and product labeling, ensuring Whitney had the tools to independently promote her café and highlight local provisions after the branding project was completed.

Every touchpoint was designed to feel thoughtful, adaptable, and easy for the owner to use as the business continued to grow. Whether seen in-store, on packaging, or online, the branding worked to unify the café experience with the joy of gathering, sharing, and savoring community moments.