Background
CafePress, a privately owned company that launched in 1999, is now the leader in user-generated commerce, with an annual growth rate of over 60%, a community of 6.5 million users, and 11 million unique visitors a month. The website hosts products designed by users who earn money from their online shops, while CafePress provides the ecommerce platform. The site allows buyers to shop for the perfect product or to create something unique for themselves.

As CafePress grew into a market leader in the print-on-demand industry, they wanted to make sure they had a relevant brand strategy expressed in an identity that would continue to resonate with the company and community of users alike.

Solution
In order for us to align with the CEO's vision of the company, we began with an internal visual tolerance exercise that used images to represent the brand platform and the CafePress community. The exercise established clear visual parameters for an identity system that truly highlights the creativity and uniqueness of the CafePress community. The textured logo reflects the hands-on, spontaneous nature of self-expression. Using a robust color palette and friendly icons, we created a visual language that enhances the brand's connection with users through packaging, print, and the web.

To help align their business practices with their culture of innovation, we engaged CafePress in a conversation about sustainable packaging. Although CafePress already used packaging made of recycled materials, the packaging itself wasn't recyclable. We created a sustainable packaging best practices guideline that provides goals, targets, and processes for sourcing and production.

Results
The CafePress community embraced the new brand identity, which created quite a buzz. CafePress even took our work a step further by creating a brand video from the brand story we created for them. It was launched internally and was shared on their site to celebrate their beginnings and the creative community they have become.

CafePress also took our recommendation to upgrade their most common packaging to one that is now 100% recyclable.

OUR WORK INCLUDES:

Stakeholder Interviews
Touchpoint Analysis
Competitive Audit
Brand Story
Corporate Identity
Brand Identity System
Collateral System
Standards Development
Package Design Prototypes
Sustainable Packaging Recommendations

cafepress.com