GOALS
Your design firm (see Beahaus Design Studio project) will create an integrated design system that promotes an issue, organization, or product. You will create a strategic plan that includes research, messaging and media strategy, and pricing and scheduling estimates.
Our Dynamic Duo
VICKY LIKOUREZOS
CEO, Production Manager
Vicky, our Production Manager based in New York, blends her research-driven strategy with her keen eye for detail to bring brands to life with authenticity and vision.
Roles: Designer | Production Artist | Researcher | Senior Copywriter
KASSIE BUTTS
CEO, Creative Director
Kassie, our Creative Director based in Savannah, excels in crafting engaging brand experiences through her innovative leadership and creative flair.
Roles: Copywriter | Designer | Production Artist | Research Manager
WHY REBRAND VEL?
VEL was a tech-forward work café that offered a quiet, productive environment for remote workers and people on the go. However, through our research, we found a significant disconnect between the brand and its messaging, which we identified as an opportunity for a rebrand. VEL used words like “sanctuary,” “create,” “thrive,” and “flow state,” but its branding, colors, and imagery felt disconnected and overly tech-focused.
We believe this is a great opportunity to take an established brand and add the creative and community aspects that Beahaus stands for.
VEL = VELOCITY
One of VEL’s values was efficiency, and it called itself the “place where things get done.” Also, the CEO, Mo Hamzian, prioritized technology since that is his specialty. As a result, VEL’s previous branding leaned into futuristic elements, such as robot baristas. However, our goal is to reposition VEL as a central creative hub in Savannah by shifting public perception away from an overly technological, corporate image.
TARGET AUDIENCE
Professionals and Students
Creatives and Trendsetters
The Community-Oriented
Remote Workers / Boundaryless Workers
PROBLEM STATEMENT
Savannah is a city rich with culture, creativity, and entrepreneurial energy, yet there is a gap in the market for a space that seamlessly blends high-quality coffee with a comfortable, productivity-friendly environment. The previous iteration of VEL struggled to fully connect with its target audience due to a mismatch between its brand identity, customer expectations, and local demand. The lack of a strong community-driven experience, engaging brand presence, and clearly defined purpose contributed to its closure.
Freelancers, students, and remote workers crave an inspiring yet functional café where they can work, collaborate, and unwind. Traditional coffee shops often lack the seating, ambiance, or focus-friendly environment needed for extended stays, while coworking spaces can feel too structured or impersonal.
SOLUTION
The new VEL will reimagine the coffee-and-coworking experience with a refined brand identity, a stronger community focus, and an inviting atmosphere that caters directly to Savannah’s creative and professional crowd. Through a refreshed visual identity, strategic social media engagement, and thoughtfully designed in-café experiences, VEL will establish itself as a go-to destination for those seeking both productivity and comfort.
The most important point is that VEL is seamlessly combining modern functionality with a welcoming, community-driven atmosphere, positioning itself as a tech-forward hub for creativity and connection. It’s where professionals and artists alike can be productive, inspired, and connected.
LOGO
The logo brings a fresh, playful energy to VEL’s branding, using wavy, organic bubble letters that add warmth and personality. The logo aligns with our vision by blending a modern, sophisticated foundation with playful, inviting elements. This balance ensures that VEL feels aspirational yet approachable, a place where people can be both productive and inspired with just the right amount of personality to make a memorable destination for the city’s creatives.
Color Palette
Blue represents the rivers and coastal waters of Savannah; green symbolizes Spanish moss, oak trees, and VEL’s matcha; orange is an homage to VEL’s original color palette; peach is for sunsets and Georgia’s famous peaches; black reflects the iron gates and balconies found throughout Savannah’s architecture; and soft cream is reminiscent of magnolia flowers and the Forsyth Park fountain. This palette roots VEL in its local environment while reinforcing a welcoming and creative atmosphere.
TYPOGRAPHY
Logo
Custom Typography
Headings
Neue Haas Grotesk Display Pro (75 Bold)
Body Copy and Logo Tagline
Neue Haas Grotesk Display Pro (55 Roman)
MASCOT
The mascot brings a fun retro-inspired charm to VEL’s branding, reinforcing its identity as both a coworking space and a welcoming café. While the goal is for VEL to be recognized as a third space for work and socialization, it remains a café at its core, and a mascot with a mug body helps maintain that balance. The mascot will attract creatives while adding personality to the brand. By naming it VEL, we can personify the café, making it feel more inviting and fostering a sense of connection and community with consumers.
Adobe Photoshop generated the background environment using Adobe Firefly. I manually placed each branded item within the environment.
ATMOSPHERE
The interior of the new VEL features exposed brick and reclaimed wood surfaces to pay homage to Savannah’s historic charm. Additionally, there are spacious communal work tables featuring natural wood tops with convenient built-in outlets. The aim was to create a sleek, modern atmosphere that remains inviting and aesthetically pleasing, seamlessly blending tech-forward minimalism with Savannah’s rich history.
The image shows VEL Work Cafe’s interior. The original image was changed to feature the new accent wall I designed using Adobe Photoshop.
WALL DECAL
We wanted to ingrain more personality and warmth into the space by redesigning the accent wall at the entrance. The new design incorporates the mascot, adding a playful and inviting touch that resonates with the creatives. The new wall not only adds personality but also strengthens brand recognition. It also enhances the atmosphere, making it a more inviting and inspiring backdrop for customers, whether they’re working, socializing, or simply enjoying a coffee. It also serves as an Instagrammable moment, encouraging visitors to take photos and share their experience online, further extending VEL’s brand presence.
Created using Canva’s Image to Video feature.
Created using Canva’s Image to Video feature.
Created using Canva’s Image to Video feature.
Created using Canva’s Image to Video feature.
Created using Canva’s Image to Video feature.
ILLUSTRATIONS
The original illustrations were sourced from Adobe Stock. They are playful and will resonate with VEL’s new target audience of creatives and people seeking a sense of community. Since the foundation of VEL is built on community, creativity, and connection, we decided that hand-drawn, rough-stroked illustrations would be the perfect visual elements to add to VEL’s friendly and approachable identity. Therefore, I redrew the original illustrations in Procreate, vectorized them in Adobe Illustrator, and added a subtle texture.
Created using Canva’s Image to Video feature.
We believe that VEL isn’t just a place to work. It’s a sanctuary where creativity flows as freely as the coffee. With a brand identity refresh that embraces comfort, energy, and community, we transformed VEL into more than just a café; it is a community hub where creatives and entrepreneurs come together.
BEAHAUS DESIGN STUDIO
Beahaus is a creative studio dedicated to empowering brands to achieve their utmost potential by curating physical experiences that are unforgettable.
By weaving narratives, exploring innovative ways to utilize physical elements, and fostering meaningful partnerships, we bring concepts to life in a tangible manner. Whether we’re defining a brand’s visual identity, conceptualizing captivating spatial settings, or delivering striking large-scale prints, our goal is to breathe life into your distinctive narrative.
Our mission is to help you find and claim your place in the world by creating experiences that resonate, inspire, and endure.
Together, let’s build something extraordinary.
This project is not affiliated with VEL Work Cafe.
