Coffee, Breakfast and Joy
in the Heart of Aspen
CLIENT:
Self-initiated (2025)
SCOPE:
Brand Strategy, Naming, Creative Direction, Logo Design, Visual Identity, Packaging, Merch
OVERVIEW:
Aren is a conceptual café in Aspen built on “Duo-Energy Fuel”: Caffeine + Vitamins. Designed to be a joyful ritual for mountain lovers, Aren blends espresso for the mind, fruit for the body, and sunshine for the spirit.
STRATEGIC CASE STUDY →
THE IDEA:
DUO-ENERGY FUEL: CAFFEINE + VITAMINS.
Aren was born from a simple observation: in Aspen, mornings matter. Visitors and locals alike wake up needing two things to power their day on the mountain: a jolt of caffeine and a dose of clean nutrients.
Instead of forcing people to choose between a coffee shop or a juice bar, Aren merges both worlds into one bright, welcoming space. We call it Duo-Energy Fuel: espresso for the mind, fruit for the body — so no one has to sacrifice health for convenience.
THE STRATEGY:
A JOYFUL MUST-STOP RITUAL FOR THE MOUNTAIN LOVERS.
Aren is built for people who feel most alive at high altitude — the ones who’d trade office chairs for ski lifts, city streets for hiking trails, and never say no to a pre-slope or après coffee.
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. Aren is where their paths cross — a cozy common ground for fueling up, winding down, and swapping stories.
Our brand purpose → Fuel for the Mountain Life.
Our promise → Fresh energy and joyful service in a bright, approachable setting.
THE IDENTITY:
MOUNTAIN ENERGY + SUNSHINE JOY
Aren’s identity blends Aspen’s dramatic alpine setting with the warm glow of an elevated but friendly café. Our visual system reflects the “Duo-Energy” philosophy: a mountain silhouette logo captures a sense of place, sky blue and sunshine yellow evoke freshness and optimism, and playful bold type with clean lines signals approachability and efficiency. Stickers and merch add a playful layer. Every element is designed to be clear at a glance and joyful up close — perfect for on-mountain use and Instagram moments.
BRAND WORLD:
BRIGHT, WARM, AND BUILT FOR MOVEMENT
Aren’s identity extends beyond visuals. From the way your coffee is handed over the counter to the playlist humming in the background, every touchpoint channels fresh energy and warm human connection. Bright but never blinding. Playful but always intentional. Effortless, inviting, grounded.
Our vibe is warm, energizing, and just cheeky enough to make you smile. We speaks like a trusted friend on the mountain — positive, direct, and human. In-store signs welcome you in, social posts spark conversation, ads stay punchy and memorable, and our service is always empathetic.
MARKETING:
FUELING CONNECTION, NOT JUST SALES
Aren’s marketing strategy starts with simple gestures. For example, our “Buy One, Share One” promo encourages customers to treat a friend to a fruit cup or drink, reinforcing generosity and loyalty.
Seasonal menu drops (like our Apple Caramel Toaster) and playful hashtags turn everyday purchases into social moments. A skier tagging Aren in a chairlift selfie, a hiker unwrapping a fruit cup mid-trail, every share builds our presence.
By partnering with hotels, Airbnbs, and local ski schools, Aren becomes a recommended stop before guests even arrive — embedding us in Aspen’s visitor experience.
LIFESTYLE MERCH:
TAKE THE SUNSHINE WITH YOU
Aren’s merch extends the brand beyond the café: stickers for snowboards, enamel mugs for camping, soft crewnecks for après-ski. Each piece doubles as a badge of belonging.
This merchandise isn’t just revenue. It’s built for movement and memory — a walking invitation to join Aren's community — on the slopes, on the trails, and back at the café.
The End.
ASSETS:
Brand Guidelines (soon)
CREDITS:
Imagery: Pinterest, AI-generated
Typeface: Raleway
PERSONAL NOTES:
Aren sparked during my lowest days. It became my own fuel for creativity, and I shaped it with the hope that it could fuel others too. Not just with coffee and fruit, but with a little joy to carry into their day. This is a conceptual café, imagined as a case study, but it carries all the heart of something real.