Through target market and competitor research, the niche for a late night espresso bar in the heart of the cbd was synthesized. Factoring in the development of the new ECU campus, student accommodation, interconnection with the northbridge nightlife area and prevalence of office workers in the city.
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The Nocturn brand was crafted to capitalize on the influx of younger clientele that would soon be present in the city. The final product aimed to tap into a younger market by providing uniquely captivating imagery to both entice interaction, prompt social media engagement all whilst offering a more youthful environment to cater to the target market.

The final brand Nocturn embodies the dichotomy of night and day, presenting itself with vibrant visuals and neon signs, creating a stimulating atmosphere for those seeking coffee or alcoholic stimulants, Those looking to rebel can find solace in the enterprise, getting the drink they want when they want it, damned the hour or day.