ica cafe

rebrand

Fashion Branding Final 2025

the ask

Create an enticing ten minute brand strategy to pitch to a real client. Our client was the The Institute for Contemporary Art in Richmond, Virginia.

Our Branding Team

  • Olivia Seaver

    Planning, Industry + Consumer Research, Writing

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  • Carter Hinds

    Creative Director, Graphic Designer

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  • Rian Escueta

    Graphic Designer, Photographer

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  • Sophie Routh

    Planning, Industry + Consumer Research, Writing

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the process

In order for our team to truly grasp an understanding of who the ICA is, we often met at the cafe itself. We frequently touched base with Mai Warshafsky, the wonderful mind behind the cafe and its offerings.

 
Mai Warshafsky, courtesy of Style Weekly.

This allowed us to conduct extensive primary research, as we familiarized ourselves with the staff, clientele, menu, and the space. Our experience drove our decision making process throughout the timeline of the project

Customer personas

Age: 32
Job: Music Coordinator
Income: $56k/year
Location: Museum District
Desire: Intimacy

Ian

  • Ian, 32, is a music coordinator for a large retail company who works hybrid and often heads to cafes to stay creative. a proud cat dad, REI Co-op member, and National Parks passholder, he craves human connection and gravitates towards dynamic in-store experiences. 

Age: 24
Job: Student
Income: $18k/year
Location: Downtown
Desire: Belonging

Claire

  • Claire is a 24 year old VCU graduate student in art history, with a museum studies focus. She lives downtown with two roommates, just steps from the ICA. As an introvert, she prefers a slow-paced, welcoming environment.

Visual items provided with the purpose of strengthening brand identity, and representing both our “Claire” and “Ian” archetypes. These items can be incorporated into any and all visual elements

Visual Identity

Logos
Icons
Typography

ACT ONE

Time: Now | Focus: Awareness | $

    • Host Events (study nights, zine swaps, club meetings, etc.)

    • Promote event space with flyers around Richmond

    • Incorporate guest chefs + collaborations

ACT two

    • Introduce new permanent beverage items

    • Monthly matcha ceremony event

    • $6 bottomless coffee

Time: 1 year | Focus: Consideration | $$

ACT three

    • Free validated parking

    • Sculpture garden with local artists’ work

    • Interior renovations

Time: 3 years | Focus: Experience | $$$

Guest Chefs

Collaboration with local chefs can be used to attract more individuals in the local food and hospitality industry, and create incentive for customers to return to try unique, limited items

Dylan Nemetz

A lifelong Richmond restaurateur, with experience ranging from Jewish-American, southern style, seafood, and taco bars. Nemetz is the executive chef at Beaucoup and Petit Four, a quaint pastry shop; both part of Richmond’s Grisette restaurant group

Jane Lukas

Baker in residence at Lost Letter, an intimate Italian trattoria in Scott’s Addition. Her career began in New York City. Lukas has received acclaim, and is vital to Richmond’s hospitality.

New Menu Items

Renovations

Photography by Rian Escueta
3D Model by Carter Hinds

Sculpture garden mock-up

Indoor renovation mock-up

by Rian Escueta

SKILLS

Consumer research

Brand Auditing

Market Research

Project Management

Retail Mathematics

Personal Takeaway

Our goal was never to change the ICA Cafe, only to enhance the brand that had been presented to us. Approaching an assignment, such as this, with an open and respectful mind, is often the most important step. This project truly solidified my love for the art of branding. I learned not only, what elements to include in a brand strategy pitch, but how to effectively present a brand strategy pitch.

Watch the full presentation

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