Visual identity for a specialty coffee shop
Full brand development for a new specialty coffee shop, from strategy through to final applications, building an identity that conveys craft and warmth.
The challenge
A new specialty coffee shop needed to position itself as a premium brand without coming across as exclusive or out of reach. The goal was clear: build a visual identity that conveyed craft, warmth and a real knowledge of coffee, appealing to connoisseurs and the curious alike.
The brand had to work across many touchpoints: from in-store signage to social media, packaging and the menu. All held together by a coherent visual system that felt authentic and approachable.
Our approach
The key to this project was striking a balance between craft and modernity. The shop wanted to look premium without being exclusive, approachable for the neighborhood but with the visual quality of the big specialty brands.
We worked with a palette drawn from the natural tones of coffee, from dark espresso to milk foam. The serif typeface for headings reinforces the artisanal character, while the sans-serif for body text keeps things legible and modern.
Visual system
A palette drawn from the natural tones of coffee, paired with a two-tier type system that brings the artisanal together with the functional.
Playfair Display
The art of good coffee
Serif typeface for headings and standout elements. It conveys warmth, tradition and a handcrafted character.
Inter
Body text and UI
Clean sans-serif for body copy, menu and digital communication. Legible and modern.
The brand in use
A circular badge that reads as a mark of quality and authenticity, and an identity that carries across every touchpoint.
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Circular shape
Evokes a mark of artisanal quality
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Coffee cup
A central icon you recognize at a glance
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Serif typeface
Reinforces the handcrafted character
Social media post
In-store menu
Personal card
Deliverable in numbers
A complete, documented identity system, ready to roll out across every touchpoint.
1+6
Logo + variants
5
Palette colors
2
Typefaces
24
Brand guide pages
15
Application pieces
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