Visual Direction / 02
Neighbourhood
Coffee Shop
A new neighbourhood coffee shop offering specialty espresso drinks for coffee connoisseurs alongside workshops for people who are new to coffee.
The visual direction needed to feel knowledgeable and crafted without becoming exclusive or intimidating, creating a relaxed and welcoming identity for both experienced coffee drinkers and beginners.
the concept
“FROM CHERRY
TO CUP.”
Rather than beginning with the familiar brown of the finished cup, I looked at the entire journey of coffee. The rich colour of the coffee cherry became the starting point for a palette inspired by the plant, bean and final brew.
The concept celebrates the process and knowledge behind coffee, connecting the café's specialty drinks with its workshops and approachable learning environment.
inspiration
design rationale
The Journey of Coffee
The style guide takes inspiration from the journey of coffee rather than the final cup itself. It is designed for both experienced coffee drinkers and beginners, so the brand needed to feel knowledgeable without becoming exclusive or intimidating.
The rich colour of the coffee cherry became the anchor for a palette that follows coffee from plant to cup, celebrating the care and craftsmanship behind every brew.
Cormorant Garamond brings the warmth and character of old books, reflecting the café's workshops and focus on learning. Lato keeps everyday information friendly, clear, and easy to read.
colour palette
Primary Colours
Secondary Colours
typography
Primary Typeface
From Cherry to Cup
FROM CHERRY
TO CUP
Elegant serif chosen to bring warmth, character, and a sense of learning to the brand.
Body Typeface
Lato
“Every cup begins with a journey. From the first coffee cherry to the final pour, each step reflects craftsmanship, curiosity, and a shared love for specialty coffee.”
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Friendly, approachable sans-serif that keeps everyday information clear, easy to read, and welcoming.
readability & accessibility
Light Application
From Cherry to Cup
Stoneware and wool compositions represent the natural textures of the local university biology campus.
Contrast ratio 9.34 : 1
Passes WCAG AAA requirements for normal and large text.
Dark Application
From Cherry to Cup
Stoneware and wool compositions represent the natural textures of the local university biology campus.
Contrast ratio 7.78 : 1
Passes WCAG AAA requirements for normal and large text.
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