THE OBJECTIVE

Rebrand a Charlestown, Massachusetts staple to better reflect its deep historical roots while modernizing the customer experience. The goal was to connect the local “Freedom Trail” heritage with a fresh, professional aesthetic suitable for a scalable corporate franchise model.

This conceptual UX/UI rebrand project focused on information architecture, journey mapping, brand systems, user engagement, and experience strategy for a neighborhood coffee house concept.

STRATEGIC RESEARCH

“One if by ground. Two if by tea.” This tagline served as the North Star for the project. It connects the Revolutionary War history of Charlestown directly to the product. It tells the customer that this isn’t just a coffee shop—it’s a piece of the neighborhood’s story. Conducted a comprehensive SWOT analysis to identify market opportunities. While Zume’s benefited from high foot traffic and historical significance, the brand lacked a cohesive visual identity to compete with national chains.

• Target Persona: Young professionals and “Freedom Trail” tourists looking for an authentic local experience.
• Value Proposition: Combining artisanal coffee with the revolutionary spirit of Boston.

VISUAL IDENTITY & DESIGN

The redesign centers on a clever iconographic logo that integrates a tea bag silhouette into a revolutionary “Z” emblem, paying homage to the Boston Tea Party. The color palette utilizes American Flag, Charles Blue, and Freedom Trail Red to ground the brand in its geography.

KEY DELIVERABLES

• Logo System: Primary and secondary marks with specific vertical/horizontal applications.
• Information Architecture: A mapped “Journey Board” detailing mobile interface touchpoints for local and tourist users.
• Product Packaging: Concept designs for the “Townies” Keurig line and “Green Monster” coffee blends.
• Loyalty Integration: “Zume’s Rewards” system designed to increase customer lifetime value through tiered incentives.

THE OUTCOME

A stronger, more professional brand connection to the Charlestown community. The resulting system is scalable, modern, and provides a clear roadmap for both physical storefront expansion and digital mobile interaction.