Role
Creative Director
Creative Director
Function
Concept + Brand Development | Iconography | Design
Concept + Brand Development | Iconography | Design
Objective
Lead full brand development for a small café concept offering healthy food and energy options inside a gym environment, requiring a visual identity that felt fresh, bold, and authentically homemade rather than corporate.
Lead full brand development for a small café concept offering healthy food and energy options inside a gym environment, requiring a visual identity that felt fresh, bold, and authentically homemade rather than corporate.
A fitness café located inside a gym needed a brand that could hold its own in a visually competitive wellness space while feeling approachable, energetic, and genuine. The challenge was creating something distinctive enough to stand out without losing the warmth and authenticity that makes a small independent eatery feel worth visiting.
The resulting identity used clean, bold typography paired with dynamic graphic elements and a playful iconography system to suggest energy, health, and a homemade quality. The visual language was designed to work across signage, packaging, and collateral, giving a small operation the visual confidence of a much larger brand.
The identity was successfully implemented across the café's touchpoints, delivering a cohesive brand presence that reflected the energy and personality of the space from day one.
Concept + Brand Development | Creative Direction | Principal Design