BRAND IDENTITY | LOGO DESIGN | LETTERING | ILLUSTRATIONS | STATIONERY | PACKAGING DESIGN
THE CLIENT
Friedrich Schmidt started a new life when, at 15, he moved with his parents from Frankfurt, Germany to New York, USA. Now, at 33, he followed his passion for coffee and opened a Cafe Shop in the city that became his new home.
DESIGN APPROACH
Discussing the brief, challenges, solutions and design process
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THE PROBLEM
Create a brand identity that is modern and appeals to the American customers, while also invoke the German roots of its owner.
Prefer an elegant touch, for the middle-upper class.
Include the color black, without looking sober.
THE SOLUTION
I've created a Sans serif font, for the modern and minimalist feel, to target the American audience. Elegance is also present through the serif used for "Cafe" and "New York".
For the monogram, the well-known gothic fonts would have make it stereotypical and too sober. Instead, we decided on creating a serif that would also look elegant. The horizontal lines give the Logo a fresh look and make it stand out.
To invoke the German roots, while also include black alongside another color, we used the German flag as inspiration. Thus, black, red and yellow are present throughout the brand's image, creating a color palette with a deep meaning.
TWO CULTURES, ONE DESIGN
Friedrich Cafe is about mixing tradition with modernity, it's about a merge that brings the best out of two worlds.
Its design had to show it
A NOBLE RED
We chose red as a colour for the menu, to showcase the luxurious taste of the Cafe Shop. The snake skin texture is a key element in the design, giving the Menu an exclusive style.
The slim, tall shape is distinct, and easy to manevrate.
The yellow logo contrasts in a way that creates a distinctive feel. The high quality leather helps achieving this atmosphere.
ICONS TITLE
The Menu has icons at the top of each page, to represent each category.
The painted style is colourful, with a minimalist touch, focusing on the essential elements of each icon.
I've designed a set of icons to represent the main categories of food and drinks.
