Paradeco Coffee Roasters

Located in the heart of sunny St. Petersburg, FL, Paradeco Coffee Roasters is the antithesis of your stereotypical coffee shop. They’re a little rebellious. They don’t follow the trends, they set them. Paradeco is a no BS place that serves healthy drinks and treats you can feel good about. From their innovative coffee production process and specialty teas to their refreshingly unique decor, Paradeco is the creator of unforgettable experiences.

Scope

Naming
Brand Foundation
Branding
Brand Evolution

Naming

Paradeco is a play on the words “Paradise” and “Art Deco”. Our team wanted to create a name that combined the modern tropical vibe of St. Pete and a Neo Art Deco style. The name also fits St. Pete’s Beach Drive “vacation” atmosphere and “sparks curiosity”, which we knew was important to the client.

Brand Foundation

When Paradeco’s founders and NYC transplants, Tom and Sonya came to us with their plan to launch Downtown St. Pete’s new, favorite coffee shop, we were so excited to be a part of their journey. They needed a visual and written identity that showcased their unique approach to coffee culture and highlighted their refreshingly cool style. We honed in on their mission, values, and commitment to customers and helped develop their voice. When creating the Brand Foundation we wanted to make it clear that Paradeco wasn’t just another neighborhood coffee shop. They were innovators in their industry who were committed to bringing coffee lovers a “dose of paradise”, as we like to say.

Branding

Our goal for the Paradeco brand was to capture the tropical aesthetic of St. Pete, Florida and pair it with a unique Art Deco vibe. We wanted to create a custom logotype and overall brand identity system that felt just as creative as their approach to coffee culture. The color palette of blues, pinks, teals, and oranges not only feel tropical but they mimic many of the colors seen throughout St. Pete, including historical sites like the Vinoy and Don Cesar hotels. Along with the logo, we created a handful of assets that personify the city’s local culture and the offerings that will be served in the coffee shop. Overall, we wanted these additional designs to feel friendly, colorful, and approachable.

“Paradeco Coffee Roasters is the antithesis of your stereotypical coffee shop.”

Brand Evolution

The Brand Evolution included everything needed to open shop, such as merchandise, signage, paper goods, and product packaging. With such a variety of collateral opportunities, our team was able to get creative and implement the brand assets in numerous ways. We created badges for shirts and water bottles, explored palm leaf designs for packaging, and incorporated pops of holographic and rose gold textures throughout. The Paradeco Coffee Roasters experience encompasses simplistic, sleek, and timeless design, elevated by eye-catching colors, eclectic materials, and coastal vibes with an attitude.