East meets Midwest. Sweetwaters Coffee & Tea is an Ann Arbor based café with a notably Asian feel. As part of their franchise efforts, the need to revive and unify their entire identity platform was of great importance to the owners. Clean, modern simplicity was the prevalent feel driving the overall look and tone of the new system. Capturing the essence of the East and blending it with the approachability of a Midwest café is evident throughout the brand via type, color, and space.