Stay Grounded Cafe is a specialty coffee and health food Cafe at Collaroy Beach. With plans to open a new coffee cart up on the hill of Collaroy headland, owners Ryan and KK wished to create a newly branded 'SG Espresso' to fit the new and premium beachy location.
Research, Strategy and Graphic Design.
Through discussions, research and visual references, I helped define key words that are a concise representation of SG Espresso's values and how they'd like to translate them into a brand identity.
Simple - Iconic - Modern - Friendly - Beachy - Clean - Easy - Fun
I experimented with different design directions, presenting 3 initial concepts based on the research, visual references and discussions.
The client chose concept three. I then developed the idea further through rounds of refinement and discussions, with the final brand identity as follows.