How Passion + Collaboration create Brand Personality. Coffee Shop Design…

It’s taken a while, but the independendent coffee shop scene is starting to warm up in Cheltenham.

My new favourite has individually designed spaces at The Find, inside a Regency town house, providing happy gorgeous vibes to enjoy coffee, food or the option to sign in for a shared work space on the top floor.

David Orme, father to two teenager daughters, realised his dream to open his own coffee shop, and share his passion of local food producers not readily available to locals.

Here we learn more about his vision and why he appointed interior designer Shadowplay Design and brand consultant  Culpepper & Co to help translate his passion…

Photos by Phil James


 – David Orme | Owner The Find – 

“I think that the key things that mattered most to me in creating The Find were about passion and a sense of belonging. I’m incredibly passionate about so many things and I wanted to create a space where I could share (and possibly indulge) the wide array of things that I am passionate about. In an eclectic but also in a coherent way, and I felt that the only way of doing this was through it’s personality. Of course this needed to reflect my personality but it needed to be much more than that it needed its own personality one that I could relate to, but also my staff, customers, suppliers and anyone that wished to share in it. And that is why the branding was so important.

But it could never be too tightly scripted as it couldn’t just depend on me – my team had to get it and love it also, and obviously the customer too”.

I wanted my staff to be an eclectic mix too rather than being too formulaic. And to express their individuality, especially with customers. However, they also clearly needed to represent the brand, and although to a degree this needed to be through controlling our visual and verbal elements, the key element has been through personality. A passion for people, great food and drink, for sharing, for delighting, for belonging, for caring for including, for facilitating. I wanted to create the sort of place that I would love as a customer, and to be honest, there art many such places out there. 

I have an amazing team, and what I love most is how different they all are. In the early days they often asked “What is The find about?”. Whereas now, I think (hope!) now that mostly get it. I often hear them saying “It’s not very Findy!” They even keep me in line! And I love nothing more that feedback and reviews that say how lovely an attentive and friendly our service was – and there are many! I know that we still have a lot to learn and improve upon, but so long as our customers know that we genuinely care and are passionate about sharing the best with them, I hope that they will take that journey with us. And share it themselves.

I can say that our choices are driven by wanting things to have a contemporary feel and an informality, whilst celebrating all that is best about traditional values and quality.  Also sharing our little secrets, including the fabulous local artisan producers that we have discovered, but in truth it isn’t (and can’t be) too formulaic. It just has to feel right; and be true to the brand. Like any personalities in a new relationship, it takes time to evolve”.


 – Kelly James | Shadowplay Design – 

“Creating commercial spaces, the designs need to attract customers, doing bold things such as wallpapering ceilings, strong colours are normally things you wouldn’t do at home but may attract you to a certain restaurant or help you remember it so will return again. I like to be playful if my client lets me. I work to a clients brief but sometimes get free reign.

As well as the client brief I take into account the function of the space and how it will be used, boring and practical but the room needs to flow and fit within the brand”.


After working together creating a brand and space for The Find, Tash and Kelly wanted to pool their skills and passion for collaborating, and help support their local Maggies Centres

They created a wonderful project, called  Recipes To Remember.  David hosted a heart felt and star filled book launch at The Find during the Cheltenham Literature Festival.

Aiming to increase profits for the greater good, the interior designer and brand consultant cooked each and every donated recipe themselves, and Kelly’s husband Phil James, who runs a photographic media studio –  ShadowPlay Media donated his time photographing the beautiful images.

“’s about trying to make the world a better place, with your mates”

– David Orme –  

2 thoughts on “How Passion + Collaboration create Brand Personality. Coffee Shop Design…”

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