The Coffee Hag is a locally owned coffee shop in Mankato, MN. With a group of colleagues, I started brainstorming possible rebrand attributes. The Coffee Hag is a popular spot for students and young adults, and they value diversity of all kinds. We wanted people to have free expression and feel included while knowing the brand is authentic. By focusing on those new brand attributes, we nailed down a brand strategy and continued the project individually.

Because Minnesota has a large Somali and Hmong population and Mankato is becoming more culturally diverse, I wanted to lean heavily on inclusion. By combining elements of various cultures, including language, color, and coffee blends, I was able to give The Coffee Hag a more expressive, inclusive, and authentic feel.