In the beginning we had a choice for our loyalty cards, whether they would be a membership card where it's based on a points/rewards system. Or whether we would go for the old school stamp system where you'd get something free after you've had "x" amounts of something from Lemon & Pepper.
We thought, based on our style and the restaurant that we are that we would go for the stamp method and use this loyalty card for just our coffee. So for instance, for every 9 coffees you'll get the 10th one free.
Originally we weren't really clear which sort of system we would go for, or actually we were undecided. So in the beginning we made some concepts for the reward/points card. Here were some rough ideas. We wanted them to be like a "real" card, sort of like the membership cards you can get at Starbucks, basically the same material as a credit card.
But once we decided that we would for with the stamps, here were some of the other ideas,
This was a concepts we really liked but with the background, it was something different and it hasn't been seen in any of the things we designed so far and we thought that might not be part of our brand. To have another "look", where else would we use it in our brand? Would we even use it again? We had to consider all of these, that's why we kind of put this to the side first.
Then we came up with further ideas,
So here are some that are more similar to what we've had so far. We used the same style and pattern as the business card to keep them all within the same style. We wanted something that was "same style, different feel" so by changing the background to our charcoal colour we thought that might work.
We also had some trouble with the typeface, originally we were going to use Big John as you could see in the initial designs. But then we thought it didn't look very good and it would look a lot better with another typeface. We then thought about adding another typeface to our brand, one that was a bit more cursive and playful. Since both of our other typefaces are very bold, blocky, strong typefaces we thought adding a nice cursive typeface would balance it out. It would act as our "accent font", we wouldn't use it as often as the others.
So it was a challenge and a half trying to find a good cursive font. We looked far and wide and we didn't like any. Finally we came across these two that are evident above. We still haven't decided which one yet and if we are actually going to add another typeface but we've started applying them to the designs and they look good.
