Cafe Zest

Showcase 01 

I thought it might be good to showcase some of the work I do for my clients from start to finish, showing you how I pull it all together and how my process works. 

I have decided to do my first showcase on 'Cafe Zest', this is a beautiful cafe situated in Palmerston North, on Ruahine Street across from the hospital. 

When I worked for MidCentral District Health Board as part of the Communications team focusing on design, this was the cafe to go for coffee and a bite to eat. 

When Kendall contacted me about helping them establish a brand I was so excited to meet up with Kendall and Alex and be apart of this journey with them.

With all my clients our first initial catch up is based on listening to your goals, dreams, and vision for what you are wanting to achieve for your company. I do a lot of listening and understanding at this initial catch up because it is important for me to understand your vision so then I can translate it into visual elements and help you build on that story. 

I leave my clients with a questionnaire brief to fill out and to return to me when they have done this process whether its emailed or we catch up in person, my door is always open to answer questions and most often than not there are always more questions. It is a big process and I want this to be an exciting journey for you.  

It's from this brief that takes me on the research part of my process. I research into your competitors as I need to understand that what I create for your brand is going to stand out above and beyond whats already out there. I research into your target market because I need to understand that whatever I create for you has to capture your target markets interests. I have blogged about the importance of knowing your target market and making sure its refined as much as possible you can read about that here

Once all that information is collected I then work on translating this information, it's from here that I can start to help you build your brand or if you're refreshing your brand it helps me move in the direction you are wanting to go in. I create a mood board that will represent the feel and emotions that you want to be evoked in your target market.  This is such a vital step in our process together because this helps to make sure that I have understood my clients and their vision. Getting this right saves a lot of time later on and time saves money.  You can read my blog about mood boards here. Throughout your process, with me, we reflect a lot back to this mood board. It helps us stay on track throughout our journey together. 

Individual images taken from Pintrest. 

Individual images taken from Pintrest. 

fresh | energetic | warm | inviting

From here the fun part begins this is where I create. I take all that information and I can now create something that will represent your brand. I research into different font styles that will evoke the emotions from the mood board. I work on different layouts and elements, I work on changing the font style to represent the mood board, once I have the best three I provide my clients with the best three concepts that represent the mood board.

These are the three concepts that I represented to 'Cafe Zest'. These are as raw as they come, no colour is added at this stage because if a logo does not look great in black and white it will not look any better in colour. 

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I always tell my clients to not make a decision overnight. One will usually stand out straight away but I recommend that you print them out and have them somewhere where you can view them i.e on the fridge. Because I can almost guarantee that the one you first initially liked won't be the one you end up going with.  This is a really important decision, one not to be rushed. 

'You can't rush something that needs to last forever' - unknown

Once you have made that decision we work on the one that was chosen by refining it some more, this could mean taking elements from one of the other concepts and adding it in to the one that the client choose. Last of all we add colour. This part is really important too because the colours you use have to represent your company, your choices, your environment and most importantly they have to attract your target market.  For Cafe Zest, they already had their colour pallet established by setting up the environment of the cafe. It was taking that environment into account and building that brand around that and all the information that we had researched. 

Cafe Zest created an environment that was warm and inviting, fresh and true to their beliefs of keeping it local. Their produce is resourced from local supliers and the importance of making sure that their food is as fresh as it comes.

We looked at elements that could be used such as the lemon leaf, we decided on this not only because the word 'Zest' represents a beautiful citrus fruit but because the word 'Zest' also means great enthusiasm and energy. This was exactly the vibe Kendall and Alex wanted to create along with warmth, fresh, local.  With the option for print to have the leave printed in gold foil.


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We refined the colour pallet and came up with the below colour pallet. 

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From their, it was the colour concept stage to see which was going to work best to represent their brand.

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The finished product from that process was this. It represents everything they stand for. It tells a story of their journey. It encapsulates their beliefs, their environment and emphasizes the language they use and most importantly it attracts their target market. 


My job here is done!

If your thinking of refreshing your brand or your a new startup company I would love to hear from you. Let me understand, translate and create your journey. 

You can view more of the work for cafe zest here, this is truly where you can see their story come to life. I highly recommend you pop into Cafe Zest for a coffee and a bite to eat to. 

Kendall & Alex | Cafe Zest  Image ©  Brenda Wormgoor Photography

Kendall & Alex | Cafe Zest  Image © Brenda Wormgoor Photography



How often do you step out of your comfort zone?

I never really understood the importance of stepping out of my comfort zone until I started Fresha Creative. It is so easy to get comfortable and then stay that way because it is safe. We are creatures of habit after all.

But in business I have learnt that taking on new challenges only means growth, growth in reaching higher levels professional and personal.

Innovation is powerful and I have discovered that it only happens when I’m out of my comfort zone.

I am starting to feel comfortable with feeling uncomfortable and that to me is what success is starting to look like.

I made myself a promise that I was going to start stepping out of my comfort zone on a regular basis by taking on new challenges in my business and personal life. I started out by doing small things like being proud of who I am and making me the face of my business so when you see any of my marketing material out there you meet me on the front of my flyers because it is just me, Fresha Creative is just me, its personal, your experience with me is personal, your journey with me is personal. I am proud of what I have achieved with Fresha Creative and I am proud to be working with in the community.

Which is also another reason why I stepped out of my comfort zone.

I went and introduced myself to the local community so they could meet me in person so I could let them know how I could support them in their business and help them to step out of their comfort zones.

My biggest advice to anyone wanting to step out of their comfort zone is to change your mindset, take that fear that stops you and use it to be excited about the new opportunities that may come from that fear.  Have a reason WHY!!!! Not only will you see growth but you will also help to inspire others around you.

When a business decides to take a new turn or re-fresh their brand or expand it is exciting but can be a daunting process. With the right designer on board to help you with the marketing material or the new brand it can make that process a great journey to be on. At Fresha Creative I listen to my clients and support them in their decisions as we step our of our comfort zones together.

“Stretching yourself beyond your comfort zone
will grow your mind” - Vince Fros

A Picture Is Worth A Thousand Words!

Why a moodboard is the most important part of your process with me.

A picture is worth a thousand words, and moodboards are a great tool to create that picture for my clients.

Creating a great brand for your business is all about communicating the personality, your values, ethos and the culture you are trying to create.

I use moodbards in my process with my clients because it helps them to visualise where I am taking them on our creative journey together. It sets up the aesthetics feel of their brand. Together we are creating your brand personality.

It’s created with a serious of images (photos, typography, textures, colours) that all interlock together to create the right vibe for your brand.

Its very casual to start with, it helps me the designer to get a feel for where you want to go, there is room for feedback and changes until we get that aesthetic feel 100% correct. A fair bit of time is spent on this part of our journey together; it will most definitely save time and money later down the track as it also helps me know the direction to go in. 

I love creating moodbards because they allow me to show, not just tell you my creative direction with your brand. The focus is always on the bigger picture. A moodboard allows my clients to see and feel what their brand could be, easier than hearing or reading about it.

It helps me to stay ‘on brand’ by keeping it matched to the moodbaord, this follows also into your marketing material.

Its also the very start to creating the brand, the feel and emotions your brand will evoke in your clients starts right here with the moodboard, its hard not to get all excited about this stage and why wouldn’t you? It’s the very start of your journey in business. If you’re refreshing your brand, look and feel then you are obviously taking a different direction in business for whatever reason and it will be very exciting times for you.

Life is a journey, with problems to solve,
lessons to learn, but most of all experiences to enjoy.

So lets get creative.

How well do you know your Audience?

Do you know the importance of target market research?
How do I use this information in my process?

“Our target market is male and female ages from 0 & up”

Does anyone see the problem in that?

How will you cover all of those people when it comes to building your brand?  The answer is very simple, you can’t! To understand the vibes you want to create you need to understand your target market first. How do we work together to do this?

I take you on a journey of discovery. Most clients already have an understanding of their target market but some do not and I felt their was a need for a blog post on this to help you understand that I just don’t create logos, I do more than that, I create visual representations that have a purpose, through target market research. Some people find this part boring but I love it!!!!

It helps my clients to understand their target market, it means you doing some homework into refining who your target market is, you might have a few different segments but in each of those segments we will break it down to develop a profile for each segment.

Then we refine it again and again and develop a imaginary person, we give each profile a name, then research further into the demographics of this person, understanding the psychographics of this person, knowing where to target this person. Understanding the position of your business and then knowing what solutions your business can help them with, through your service or product.

Once we understand the profiles, I can then undertake further research into this person and understand what makes this person tick, what makes this person’s heart sing, what are their needs and desires. How can your business meet their needs? Is there a need?

Target market research is a process of discovery and you need to be open to what you find. The colour’s that will attract you target market might not be the colours you like. What evokes emotion in your target market comes from the brand you develop and the message that you give. My last blog focus on this you can read it here. For some of my clients it means stepping out of their comfort zone and doing surveys to find out the needs and wants of this profile.

‘A comfort zone is a beautiful place, but nothing ever happens there’

Once the client is 100% happy with the profiles and they understand the positioning of their business in this market then we get to move onto the fun and exciting stuff of building them a visual representation of that brand that will attract their profiles.

It sounds all very daunting but I am here to guide you along this journey and help you discover whom the right people are to target to.

If this is done right at the start before you open your business the chances of being successful are much higher then going at it blind.  Once your vibe is developed and you have an identity it makes it easier to flow that style through to the marketing material and boom!!! You know where to target them.

‘There is only one thing more precious than our time
and that’s who we spend it on’    Leo Christopher

I take all this vital information and I learn to understand it, I then break it down and translate it and from there, I use that information to create it. This is your journey with me. Are you keen to discover it?

Lets do coffee some time!!!! Whether it be in person or through a screen I would love to hear from you and support your business. 

Trust | Focus | Courage


It is so important to increase brand recognition and build a good reputation for your brand by providing your target market with an outstanding service or product that stands out from your competitors. If your brand is already established but does not evolve or is no longer relevant to your target market, it can go unnoticed and become outdated which in turn can cause you to loose customers.

There are many benefits to keeping your brand current and it starts by being true to yourself. You must trust in your vision and constantly re-check to see if you are doing what you can to head in the right direction to reach those goals. Always keep in mind your target market - knowing who they are, where they are, what do they do, what are they spending their money on and whom are they hanging out with. Yes you need to research these people to know whom your targeting.

You need to focus, know what your message is and support it by backing it up. I was always told that when you are doing something that your so passionate about be ready to live, breath and sleep it.

Good design is no good if it does not function and tell your story, you need to make sure that your focus stays with that message and sometimes it may change depending on the direction your company is going in, but having the foundation to begin with will keep you true to the purpose. Good design will function for your target market by getting the message to them but you also need to believe and stand up to that message.


Have the courage to step out of your comfort zone and know when to take a risk. I am definitely not a risk taker; this is something as a business owner that I struggle with.
Sometimes taking a risk can be one of the best things you can do for your business.  If you believe in your message and trust in your vision these are two very important fundamentals
to standing out.

Get your brand out there, get people seeing and wanting to come to you for your product or service. Let them know what you stand for. Show them your vision. Be open to move your brand in the right direction when it’s called for, it needs to resonate with your audience.

Do you have all the fundamentals to your brand? Does your current brand send out the right kind of message?
Does your brand need refreshing to stay current with your audience?


Fresha Creative has just gone through this process. After celebrating one year in business we realized that what we started out with a year ago is not quite where we are heading. Our client base and the work we do has evolved and we need to make sure that we are keeping up with that market and attracting the clients we want to work with.

Are you one of those clients? If you think that your brand needs a refresh, I would love to hear from you.