From corner café to a brand people queue for
A full rebrand for a growing homegrown café chain that had outgrown its first logo.
Why it mattered
The café chain had a loyal following but a look that changed from outlet to outlet. Menus, signage and social all told slightly different stories, and new customers couldn't tell what the brand stood for.
What we built
We started with positioning, then built a new identity around it: a wordmark, a warm colour system, custom icons and a voice that sounded like the regulars. Everything landed in a practical guidelines book the outlet teams could actually use.
Key outcome“Turned a patchwork of outlets into one recognisable brand that feels the same from the signboard to the takeaway cup.”
What we did
The key pieces of the work.
Positioning workshop
A half-day session with the founders to pin down who the brand is for and why it exists.
New visual identity
Wordmark, colour palette, typography and a set of illustrated icons.
Packaging & menus
Cups, bags, boxes and menu boards redesigned in one system.
Signage system
Store fronts and in-store wayfinding that work across outlet sizes.
Brand guidelines
A clear, usable rulebook so every new outlet opens on-brand.