Coffee, Breakfast and Joy
in the Heart of Aspen
CLIENT:
Self-initiated (2025)
SCOPE:
Brand Strategy, Naming, Creative Direction, Visual Identity, Brand World, Packaging, Merch
OVERVIEW:
Aren is a coffee and breakfast bar built on a “duo-energy” idea—caffeine + vitamins—designed to fuel Aspen’s skiers, hikers and locals with joy, warmth and health.
STRATEGIC CASE STUDY →
THE PROBLEM:
Aspen is known for luxury and nature, but not for accessible, healthy food.
Visitors are forced to face two extremes: expensive fine dining or cheap fast food. While locals can cook at home, travelers don’t usually have that luxury. There’s a clear gap between quality and convenience, especially in the mornings when people need fuel to start their day. What if a single space could offer both caffeine and clean nutrients, in a joyful, no-fuss way?
THE INSIGHT:
People who care about their health don’t skip breakfast, even when they travel.
No matter where they are, morning rituals ground them. A warm coffee, a piece of fruit, a calm pause before the day begins. It’s not just food. It’s emotional refueling.
THE IDEA:
DUO-ENERGY FUEL: VITAMINS + CAFFEINE.
Aren exists to energize both body and spirit by blending the boldness of espresso with the freshness of fruit. It’s a morning recharge station that sets the tone for an entire day outdoors.
THE BRAND PLATFORM:
(1) Audience
The Mountain Lovers.
Whether they call Aspen home or visit a few times a year, the Mountain Lovers share the same rhythm: they chase fresh air, good views, and even better coffee.
THE BRAND PLATFORM:
(2) Brand Purpose
To Become the Soul of Aspen Mornings.
Aren isn't just a coffee bar, it's a must-stop ritual that makes people feel alive.
(3) Personality
Joyful like Sunshine.
Aren brings the mountain’s best energy indoors: warm, positive, and just cheeky enough to make your day.
(4) Tone of Voice
Bright, Warm and Direct.
Aren speaks like a trusted friend who knows the mountain, with a little wit in our words, but never sassy.
THE EXPRESSION:
The visual identity centers around a rounded blue mountain, echoing Aspen’s iconic silhouette, with bold yellow type spelling “aren” inside, signaling both place and positivity.
THE EXPRESSION:
The visual identity centers around a rounded blue mountain, echoing Aspen’s iconic silhouette, with bold yellow type spelling “aren” inside, signaling both place and positivity.
Signature colors pull from aspen’s natural palette: vibrant blue and bright yellow. The brand identity and experience extends into merch, playlists, digital touchpoints, and seasonal menus, positioning Aren as a lifestyle brand, not just a breakfast stop, and ensuring Aren feels joyful and familiar, whether in-person or online.
The End.
CREDITS:
Imagery: Pinterest, AI-generated
Typeface: Raleway
PERSONAL NOTES:
Aren sparked during my spec rebrand of Aldi. Inspired by their value-driven, people-first philosophy, I imagined: What if those same principles lived in a warmer, more joyful setting? Aren became my answer: A human-centered space where everyday affordability blends with emotional richness.