Ground State Café was run by the students as part of the group of enactus at the University of Nebraska-Lincoln (UNL) branch. The coffee shop was located in Jorgensen Hall (Physics Department building) on the UNL city campus. The faculty from the Physics Department conducted a voting event that decided the coffee shop name as "Ground State Café."
I was asked to design the brand identity with deliverables that suit the shop's appearance.
Wikipedia: "The ground state of a quantum mechanical system is its stationary state of lowest energy; the energy of the ground state is known as the zero-point energy of the system. An excited state is any state with energy greater than the ground state."
One of the examples is the aurora Borealis' colors. "Auroras result from emissions of photons in the Earth's upper atmosphere (above 80 km ), from ionized nitrogen atoms regaining an electron, and from oxygen and nitrogen atoms returning from an excited state to a ground state." This information was the inspiration for the color palette.
Brand Personality: energetic and dedicated.
Brand Archetypes: magician, and every-person.
Target Audience: Faculty, staff, and students at the Physics, Astronomy, Engineering, and Computer Science colleges of UNL.