Underground Café

The Underground Café needed an identity system and collateral material. The coffee shop itself is located in a basement, hence the name. The identity was explored extensively and a typographical solution eventually won out.

The final brand decision was to position the café somewhere between a traditional coffee shop and a nightclub which provided a fresh identity and differentiation. The color palette was carefully chosen to reinforce the nightclub integration. The coffee shop's location in a basement only reinforced authenticity to the strategy chosen.

Matching collateral materials were later designed and produced.

Role & Medium: Creative Direction & Design, Brand Identity, Collateral Material