A fresh, inviting café brand built to connect with the neighbourhood.

Cafe Joey is a new hospitality venture designed to offer a warm, modern, and community-centred café experience. With no existing identity, the goal was to build a brand from the ground up that feels inviting, youthful, and effortlessly stylish. I crafted a visual direction that blends comfort with contemporary charm, developing the full identity system including logo, colour palette, typography, menu design and packaging. The brand personality focuses on friendliness, approachability, and a fresh local vibe, ensuring Cafe Joey stands out as a welcoming neighbourhood spot. The final identity is cohesive, memorable, and flexible across both digital and physical touchpoints—setting the foundation for a strong, recognisable café brand that customers connect with instantly.