Kafeology

Kafeology approached me to design their brand identity for an all new coffee shop and cafe, inspired by middle-eastern cuisine.

The brief was simple: a modern coffee shop that stands out.

Starting with some competitor research and analysis, it became clear that the competition was strong. It was found that all stores adopted a black & white aesthetic, with very simple branding. The direction a few we're heading towards was to implement a touch of colour, therefore the choice of design I went for was to use a colour that was not found in the landscape.

Mustard was heavily under-utilised throughout a lot of the competition. It was also not found in other sectors. We decided it was a good fit for the brand due to them serving sandwiches, but it also stood out amongst the variety of colour schemes we chose.

Futura was the font chosen due to its modern aesthetic, the geometric shapes and it's simplicity. With it coming in a variety of weights, it made it easier for us to use it in creative weights for future plans.

To enhance the brands identity, more assets were added to the overall logo. This took form of a secondary logo, a textured finish, and pattern.

The secondary logo was offered so that the brand could fit in other locations and shapes. With the logo placed in a box, I took care in ensuring that all assets followed the geometric and "boxy" theme. The pattern also followed this theme, and was designed with packaging material in mind.

Texture was added to physical assets in order to give them a unique look. Digital assets were kept simple and textureless.

A variety of logo touchpoints, combining all assets created.

Kafeology's design aesthetic is primarily focused around the typography. The creativity that is found in the type industry and also the geometric design of Futura allow for flexibility for future ventures in design for the brand. This allows for new ways for the type to showcased and allows for Kafeology to constantly feel fresh and modern with the times, without having to redesign their entire identity. Timeless.