AURA COFFEESTUDIO did not start with a marketing budget. It started with an idea: a healthy, eco-minded smoothie bar with its own identity and community. Here is how we built a memorable brand on a vacant site with an affordable lease — now operating across three locations and one franchise.
It began with an idea for a smoothie bar: no refined sugar, artificial ingredients or cheap syrups — and, above all, a distinctive identity. Not another café that looks like every other café, but a brand people recognise at first glance.
Instead of an expensive address, we chose a good location with affordable rent and invested the savings where many businesses underinvest: brand building. We designed the logo, space and complete visual identity ourselves, from scratch.
These figures are for an outdoor location whose performance is partly affected by season and weather, yet it still maintains above-average profitability.
The pink · black · white palette appears on packaging, in the space and across communications — from lettering etched in concrete to drink packaging and interior details. This is a small glimpse of the brand guidelines.
The complete identity manual — typography, packaging design and brand guidelines — is part of AURA's internal documentation and is not published in full.
AURA’s visual identity extends beyond its locations into the content it creates for social media. We also offer this expertise — content marketing and social media strategy — to Mason & Maxus clients.
A brand born from one smoothie-bar idea is now a scalable model, with clear cost-to-revenue dynamics and an identity that transfers to a new location without losing its essence. This is the same method we bring to Mason & Maxus clients.
