Coffee and Donuts is a small mom and pop shop looking to compete with the other coffee and pastry titans in the city.
Use the weakness as a strength. Coffee and Donuts is not a Fortune 500 company but it is a small mom and pop coffee shop with great donuts, outstanding customer service and most importantly fresh coffee. Present a unique logo that identifies with the following; reliability, tasteful, hardworking and humble.
This fresh new tasteful design gave the shop character and identity, allowing them to stand out from the other competitors.