A warm, nature-led café brand identity concept focused on organic forms, soft colour, and a handcrafted feel.
Role
Brand identity design
Deliverables
Logo, colour palette, typography, mockups
Project type
Concept project
Tools
Adobe Illustrator, Photoshop, Figma
Overview
Alice Garden Café is a friendly brand identity concept created for a local independent café. The aim was to design a look that feels handmade, approachable, and rooted in community — a visual style that invites people in.
The identity was designed to scale from menus to packaging without losing the personal, crafted feel that makes small cafés special.
Design approach
This identity balances friendly illustrated elements with a simple, structured system. Bookman Old Style provides warmth and character, while a clean sans-serif supports clarity and readability across applications.
The result is a brand that feels human, welcoming, and ready for real-world use.
Colour palette
Primary palette
Core brand colours used across signage, menus, packaging, and digital touchpoints.
Secondary palette
Supporting colours designed to add flexibility while maintaining a cohesive, natural feel.
Logo usage
The logo system was designed to be flexible across print, packaging, and digital touchpoints.
Full colour logo
Single colour logo
Reversed logo
Typography
Bookman Old Style is used as the primary display typeface, bringing warmth and personality to signage and key brand moments.
Alice Garden Café
Primary display typeface — Bookman Old Style
A clean sans-serif pairing supports readability across menus, printed materials, and digital touchpoints.
Supporting typeface — Plus Jakarta Sans
Real-world mockups
Visualising the identity on physical items helps communicate practicality and real-world application.
Outcome
The Alice Garden Café identity blends character and clarity. It’s warm, scalable, and designed to support a small business as it grows, translating consistently across print and digital touchpoints.