Debbie Roe, owner of Ultra Coffeebar in Asheville came to us with a bit of a quandary…
She’d just bought a coffee shop in a desirable neighborhood – but was gutting the entire operation and starting over and didn’t want to be associated with the old shop – but didn’t want to lose the people who were still loyal to the old shop. The old shop had a loyal fan base, but had also developed a bad reputation outside of a hyper-localized audience. She needed to appeal to the new – but not alienate the old.
So… ULTRA. There are a few nods to the old place to keep the locals happy and chirping – but other things were transitioned to a new and (no pun intended) ultra-modern look – which stands out among the coffeeshops in the area. The stark color palette especially stands out in the super-artsy neighborhood ULTRA is in – which makes it crazy hard to miss for foot traffic. The brand collateral really stands out in a very crowded market (there’s 3 coffee shops within 2 blocks of ULTRA.)
From the ground up, I worked with Debbie to choose colors, fabrics and styles – and to help her communicate her commitment to the community, as well as her commitment to the future. HELL YEAH! (Great coffee, too…)
Photography by Nicole McConville