The challenge is to design a corporate identity system for a business chain with at least three subsidiaries. The final deliverable is a brand guidebook with all branding elements their usage instructions as well as branding visualizations.

After much deliberation, I decided to name the cafe chain SPOT, indicating that it is a hangout spots for everyone as well as the common of a dog. I want the vibe of the cafe to be upbeat, friendly, and obvious able to reflect the nature of the store as an animal cafe. I started looking at many dogs and created the logo out of the face of one that I know with a cheerful look.

The brand was enthusiastically accepted and many people said they wanted a business like that in the area.