Demitasse is a premier mobile coffee and cocktail catering service based in the Metro Detroit area. As the sister brand to the well-known local coffee shop The Congregation, Demitasse shares its ownership with Betsy Murdoch, the driving force behind both businesses. Under Betsy’s, The Congregation has cultivated a dedicated customer base and amassed an impressive following of 27.7K on Instagram.
As part of a marketing team at the Ross School of Business, my team was tasked with helping Betsy expand Demitasse’s social media presence, develop promotional packages to engage target audiences, and redesign the brand’s visual identity.
As the lead graphic designer on the team, I focused primarily on redesigning Demitasse’s logos, experimenting with different font combinations, crafting new packaging, and rebranding the vintage 1950s camper that Betsy used for her events. Additionally, I conducted in-depth research into the economic, political, and sociocultural factors impacting Demitasse in the Detroit market, along with an internal analysis of the business’s current position.
One of the main goals of the rebrand was to create a new look for the chrome trailer currently being used. Red is a strong color and is often associated with energy and appetite. In our trailer mockups, we changed the color of the trailer to match the red being used by Demitasse. On the trailer, I also added the new primary and secondary logos along with contact information, a QR code that leads to the website, and the hand illustrated graphics of a coffee cup, martini, and paint brush.
Previous Branding
This rebranding gives Demitasse a sleek, modern aesthetic with graphic elements that clearly communicate the essence of the business. The redesigned primary logo retains the business name, “Demitasse”, but now features a more legible font paired with a sub-header reading “Coffee & Cocktails”. The updated design is clean and free from unnecessary visual clutter.
After designing new logos for Demitasse, there was a need for a unified disposable coffee cup for Betsy’s three coffee-serving businesses. Each business required a well-designed disposable cup, but printing separate designs for each was both costly and impractical. To address this, I created a single cup design utilizing each of the logos of all three businesses.
These complementary graphics illustrate the diverse range of products and services offered by Demitasse. Demitasse is more than just a coffee catering company, they deliver a complete experience. From weddings and corporate events to vending at local events like the annual Detroit Auto Show, Demitasse brings more than beverages–they bring memorable moments. These graphics effectively communicate that clients not only enjoy exceptional drinks but engaging activities as well.