Bench is an instore coffee shop owned by JC Penney. It is a private label with it’s own complete identity and visual aesthetics. The idea was to create a space that catered in particular to men because department stores do not often have a designated area to rest and relax on long days out shopping. The atmosphere would be bold and inviting, and the services would include instore products such as tea and coffee and chocolate, as well as take home products such as coffee grinders and french presses.
The concept was focused on the strong tactile nature of men, married with the interesting areas around the world that tea and coffee come from. This developed into using full vivid textures on all the products representing nature associated with the origin of the product.