Project Documentation: Aetheria
Project Title:
Full-Scale Brand Development & Digital Strategy for a conceptual coffee shop in Tel Aviv.
Project Objective:
Develop a comprehensive brand identity and digital strategy for a conceptual coffee shop in Tel Aviv. The goal is to craft a recognizable and engaging brand presence by combining market research, design, copywriting, web development, and digital marketing. This project aims to establish a memorable and inviting café, attracting customers through cohesive visual storytelling and strategic content creation.
Tools & Materials:
· Design: Adobe Photoshop, Canva
· Content Sources: Royalty-free stock photos and videos
· Copyrighting: ChatGPT
· Research: Google
· Web-design: Hostinger
Key Achievements & Skills Applied:
Brand Identity Development: Defined cafe’s core values, visual direction, and messaging, ensuring a cohesive and memorable brand presence.
Design & Aesthetics: Crafted a unique logo, color palette, typography, and print collateral (business cards, loyalty cards, postcards) to reinforce the brand’s identity across all touchpoints.
Copywriting & Messaging: Developed a brand tagline, social media bios, and engaging post captions to communicate cafe’s essence with clarity and emotional appeal.
Content Creation: Designed Instagram posts, social media carousels, and promotional materials to visually tell cafe’s story and showcase its offerings.
Website Design: Built a simple, stylish website that reflects cafe’s atmosphere while ensuring usability and brand consistency.
Step 1 – Project Initiation & Research:
Objective: Define target audience and understand local market
Actions:
Identifying key customers demographics.
Tel Aviv’s coffee culture serves a diverse range of customers, including office workers seeking a quiet spot for coffee breaks, freelancers and high-tech professionals looking for a comfortable place to work for hours, local coffee enthusiasts craving a quick cappuccino, and tourists attracted to the city’s vibrant, sunny atmosphere.
Researching Tel Aviv’s coffee culture and local competitors.
local market is saturated with a variety of coffee shops, ranging from general coffee outlets to specialty cafés that often command higher prices due to premium ingredients and the expertise of trained baristas.
Documenting unique selling points of the coffee shop.
Position the coffee shop as a cozy, inviting haven with a relaxed atmosphere. Emphasize comfort, accessibility, and a welcoming vibe that appeals to a wide spectrum of customers.
Step 2 - Brand Identity Development:
Objective: Establish a clear and compelling brand personality.
Actions:
Developing brand name.
Brand name ideas: Casual names: Urban Grind, Cozy Corner, Espresso Lab, Wander Brew. Unique names: Aetheria, Vanta.
Choice: Aetheria.
Reason: Aetheria was chosen for its uniqueness, which will help differentiate the brand in a competitive café market. The name offers a strong foundation for brand building, as it stands out and carries a sense of depth. The word “Aetheria” is derived from the Latin term meaning “heavenly,” “ethereal,” or “celestial,” which aligns with the desired premium, tranquil atmosphere of the coffee shop.
In Greek mythology, Aetheria was one of the daughters of Helios and Clymene, making her a figure linked to light and the sun—further enhancing the ethereal quality of the brand. Additionally, the name Aetheria has historical significance: it is associated with a Hispano-Roman Christian woman, believed to be the author of a detailed account of a pilgrimage to the Holy Land in the late 4th century. This historical connection strengthens the relevance of the name in a local context, giving the brand a deeper connection to the region.
Developing concise tagline that conveys authenticity.
Tagline ideas: “Taste the Serenity”, “Elevating to Celestial Heights”, “From the Heavens to Your Hands”, “Brewed to Elevate”, “Divine Moments - Ethereal Flavors”, “Taste of the Divine”, “A Taste of Heaven, A Touch of Home”, “Aetherial taste”
Choice: “Aetherial taste”.
Reason: This tagline plays on the brand name "Aetheria" while evoking a sense of refinement and uniqueness. "Aetherial" suggests something beyond the ordinary—elevated, delicate, and almost otherworldly—while "taste" keeps it grounded in the sensory experience. It positions the café as a place that offers a moment of sophistication and indulgence, appealing to those who appreciate high-quality coffee with a touch of elegance. It also creates a sense of curiosity, it captures the essence of a café that feels both elevated and welcoming.
Mood Board: Collect images, textures, and colors that evoke the desired ambiance.
Color Palette: Choosing primary colors that represent the brand’s personality.
Creamy Foam (#FDF0E0):
A delicate, light cream that adds a touch of airy softness.
Latte Beige (#E8C18B):
A soft, inviting beige reminiscent of a freshly steamed latte.
Roasted Almond (#BB8646):
A warm, rich brown echoing the natural hue of roasted almonds.
Forest Canopy (#0F3022):
A cool, deep green providing a refreshing, natural accent.
Deep Espresso (#141005):
A bold, dark tone evoking the sophistication of a perfect espresso shot.
Typography: Select fonts for headings, body texts, and special handwritten font.
Step 3 – Logo Design:
Objective: Create a logo that encapsulates the brand identity.
Actions:
Brainstorm ideas and sketch multiple concepts:
Choose final logo and reason the decision:
A good way to pick a logo is to think about how well it captures the feel of the name Aetheria (light, airy, a bit sophisticated) and how it will actually be used (signage, cups, window decals, social media, etc.). With that in mind, my choice is the design under number two for a few reasons:
· Immediate Recognition. A bold monogram is easy to spot at a distance—helpful for a busy city‐center shop where you want passersby to notice you quickly.
· Simplicity and Versatility. The simpler the shape, the easier it is to scale and reproduce consistently on everything from coffee cups to storefront signs. Intricate details can get lost at small sizes, but a strong, minimal mark holds up well.
· Modern, Yet Sophisticated Feel. The single “Æ” neatly ties back to the name and has a clean, contemporary edge. It still feels a bit “elevated,” which suits the idea of an upscale coffee experience.
Refine final logo design.
Center-aligning the logo and ensuring it fits perfectly within the circle:
Final logo design:
Logo-only design:
Text-only logo design:
Tagline design:
Step 4 - Collateral & Print Design:
Objective: Design essential print materials to reinforce the brand.
Actions:
· Business Card: Layout contact information, logo, and brand colors. Ensure clarity and a professional yet warm aesthetic.
Front:
Back:
· Loyalty Card: Create a simple yet engaging design that encourages repeat visits. Include a stamp or punch system, ensuring readability and a clear reward system.
Front:
Back:
· Post Cards: Develop visually appealing postcards that capture the café’s atmosphere. Use high-quality imagery, the brand’s visual elements, and a compelling tagline to create a memorable keepsake or promotional tool.
Front 1:
Front 2:
Back:
Step 5 - Social Media Content Creation:
Objective: Develop visual and textual content for Instagram.
Actions:
Create 9 social media post using Canva. Use a mix of original designs and royalty-free images that evoke the coffee shop’s atmosphere. Craft short, compelling captions that align with your brand messaging.
Post 1
Welcome to Aetheria! Nestled in the heart of Tel Aviv, our café blends rich flavors, cozy atmospheres, and a touch of elegance. Whether you're here for a morning espresso, an afternoon pastry, or a peaceful work session, we’ve crafted a space just for you. Come in, take a seat, and taste the aetherial difference!
Post 2
Aetheria isn’t just a café—it’s your urban retreat. Designed for comfort and creativity, our space welcomes remote workers, book lovers, and coffee enthusiasts alike. Whether you're meeting a friend or diving into deep work, find your perfect spot with us.
Post 3
Great coffee isn’t just made—it’s crafted. At Aetheria, we source the finest beans and brew every cup with precision and care. Whether you love a smooth cappuccino or a bold espresso, we promise a taste that lingers. What’s your go-to coffee? Tell us below!
Post 4
Aetheria isn’t just a café—it’s your urban retreat. Designed for comfort and creativity, our space welcomes remote workers, book lovers, and coffee enthusiasts alike. Whether you're meeting a friend or diving into deep work, find your perfect spot with us.
Post 5
Some moments just call for a little indulgence. From buttery croissants to decadent cakes, our pastries are made fresh to perfectly pair with your favorite drink. Come for the coffee, stay for the treats.
Post 6
The perfect balance: a quiet space, good coffee, and endless inspiration. Aetheria is the ideal spot to work, read, or simply unwind. Free Wi-Fi, comfortable seating, and the right ambiance for your productivity. Tag your work buddy!
Post 7
Meet your new favorite ritual: a warm, creamy matcha latte. Packed with antioxidants and natural energy, matcha isn’t just a drink—it’s an experience. Whether you're starting your morning or winding down your afternoon, take a moment to sip, breathe, and enjoy. Have you tried our matcha yet? Tell us your thoughts!
Post 8
Sun’s out, matcha’s on ice! Our Iced Matcha Latte is the perfect way to stay cool while staying energized. Light, refreshing, and full of feel-good benefits—it's summer in a cup. Who’s craving one right now? Drop a 🌿 if you love matcha!
Post 9
Step inside Aetheria, where every detail is designed for comfort, flavor, and inspiration. From our rich coffees to our cozy corners, we’ve created a space for you to relax, work, and connect. Swipe through to feel the vibe! Which photo is your favorite? Let us know in the comments! 👇
Step 6 – Website Development.
Objective: Build a simple yet stylish online presence.
Actions:
Use a no-code platform to design a website.
Link to the website: https://aetheria.stephanstavisskii.com/
Project Conclusion.
The Aetheria project was a full-scale branding and digital design initiative, combining market research, creative direction, and content production to establish a compelling identity for a local coffee shop in Tel Aviv.
This project brought together branding, graphic design, copywriting, and digital content creation into a seamless, polished experience. The result is a strong, sophisticated brand that balances elegance with warmth, making Aetheria a standout café in Tel Aviv’s competitive coffee scene.