A complete brand for a neighbourhood specialty coffee bar, from the name and logo to packaging, an ad campaign and an online store.
Project
Self-initiated concept
Industry
Specialty coffee
Scope
Identity, packaging, campaign & website
The brief
Give a small coffee bar a brand people remember after one cup.
Melbourne has no shortage of good coffee, so a new café has to be recognisable before anyone tastes it. We set ourselves the brief of building one from scratch: a name, an identity and everything a real launch needs.
The brand had to feel warm and premium, work on a tiny cup lid as well as a shopfront sign, and carry straight into an online store for beans and subscriptions.
“crema” sits on “club” and the whole lockup forms a soft dollop with a swirl on top, so the words double as the symbol. We explored more than a dozen directions before landing on it.
Espresso #24150F
Cream #F3E6D0
Toasted crema #C98B4A
Thick, soft strokes that read clearly on a cup, a cap or a sign.
Espresso for packaging and signage, cream for the logo on dark surfaces.
Toasted crema swirls become the pattern on bags, boxes and aprons.
The final round of explorations. Concept one, the whipped-cream dollop, became the logo.
02 · Brand world
From the counter to the street.
Cups, sleeves, bags, pastry trays, aprons, caps and a gift box, all built from the same logo, palette and swirl pattern, so the café looks like itself wherever it shows up.
Why it works
Soft to look at. Easy to remember.
One idea, everywhere
The crema dollop is the logo, the pattern on the packaging and the swirl on the apron, so every touchpoint feels like the same café.
Warm, not loud
Espresso, cream and toasted crema keep the brand calm and premium, with the playful lettering doing the talking.
Ready to sell
The same identity carries into an online store built around subscriptions, brew guides and clear product pages.
03 · Campaign
“Make it a Crema day.”
A launch campaign for social and posters: candid street photography, a big curved headline that wraps around the moment and simple product callouts.
04 · Online store
An editorial shop for beans and subscriptions.
The store reads like a coffee magazine: a quiet product page with roast, body and acidity, tasting notes and a subscribe-and-save option, followed by the bean range, a brew guide and stories from the bar.
Every section was designed for desktop and phones together, in the same espresso and cream palette as the café.
01
Product pages
Grind, size and a subscribe-and-save option on one calm page.
02
Bean range
Six blends side by side, each in its own bag colour.
03
Brew guides
Ratio, shot time and three simple steps that help the beans sell themselves.
04
Mobile first
Every section reflows for phones, with a short, thumb-friendly checkout.
