ASTER
Stars
sky, constellations, night, planets, planetarium, dome, celestial, comet, astronomy
Cafe
cake, coffee, brew, espresso, croissant, sugar
Patisserie
pastries, tea, tart, macaron, eclair, frosting
Name: Estelle
Age: 21
Location: NYC
Occupation: Painter/Artist
Hobbies: Art, Music, Photography, Travel, Food
Bio:
Estelle is an artist in NYC. She is in her 3rd year of college and has been making art at a local studio since 3 months ago. She loves working at the local studio, but she wants to make new friends who share the same interests as her.
Lifestyle:
Enjoys spending time in a peaceful and serene environment
Likes relaxing and enjoying delicious food
Likes nature and stargazing
Dabbles in photography capturing daily life
Pain:
Lack of connection with like-minded individuals
Limited availability of unique dining experience that fits in her budget
Difficulty finding places with a cozy and artistic environment
Goals:
To connect with fellow artists and creatives in the local community
To make new friends who share similar interests
To indulge in quality tea and pastries while enjoying conversations or some quality alone time
Behaviors:
Enjoys exploring art, culture, and food
Seeks out visually relaxing places
Purchases art-related products
Loves going to museums
Attends art workshops, exhibitions, and related events
Visits cafe with good ambiance to work and relax at
How does Aster meet her needs:
Provides an environment/location for creatives to connect and explore interests
Creates a sense of community
Relaxing atmosphere
Delicious pastries and tea
Hosts events and gatherings that cater to creative interests
Awareness
Touchpoints:
Social Media
Online Reviews
Word of Mouth
Actions:
Customers discover the cafe's social media, or hear about it from friends or colleagues.
Customers may discover the cafe while searching for food nearby on Google.
Research
Touchpoints:
Social Media Posts
Website
Reviews
Menu
Actions:
Customers may visit the website to learn more about the cafe, explore the menu, and look at upcoming events.
Customers may read online reviews.
PLAN for a visit
Touchpoints:
Online Reservations
Phone Calls
Google Maps Directions
Actions:
Customers may make reservations, plan a visit, or head straight over.
Customers may call the cafe for inquiries for holding events, or private spaces.
Arrival
Touchpoints:
Exterior Signs
Entrance Ambiance
Greetings from staff
Actions:
Customers arrive at the cafe and are greeted by the staff.
Customers take in the ambiance and decor of the cafe.
Experience
Touchpoints:
Ordering
Presentation of Food & Drinks
Interaction with staff
Actions:
Customers order and enjoy their food in a cozy atmosphere.
Customers can engage in conversations with other patrons in another room if they are open to talking with other people and connecting.
Social Sharing
Touchpoints:
Photos of food, drinks, & decor
Social Media Posts
Actions:
Customers may take photos and share them on social media tagging or mentioning the cafe.
Post Visit
Touchpoints:
Social Media Updates
Special Promotions
Event Invites
Actions:
Customers receive follow-up emails thanking them for their visit and information on upcoming events.
Customers may also connect with other patrons and become friends with them.
Customers may follow the social media of the cafe for more updates, promotions, and events.
Repeat visits
Touchpoints:
Regular Reservations
Participation in Events
Frequent Visits
Actions:
Customers become regular visitors because they enjoy the food or the atmosphere.
Customers participate in events hosted at the cafe.
[ A Taste of the stars]
Aster blends the charm of a cafe with the elegance of a patisserie, inspired by the stars. The brand identity combines whimsical typography, sky-inspired colors, and simple one-line illustrations.
The color palette shifts like the sky from dawn to dusk, creating a warm, inviting vibe. Whimsical typefaces add personality, while minimalist illustrations of pastries and teacups keep things playful yet refined.
The menu and business cards capture Aster’s celestial feel with sleek, memorable design. A unique, dome-shaped business card stands out, while the menu’s clean layout emphasizes simplicity and refinement.
