Bold and bright branding and logo design for Tokyo-based café and brunch restaurant
Tea & Toast
Proudly selected for Design Rush’s Logo Design Awards.
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Tea & Toast is a fictional cafe business created as a passion project for @hellotayloramy. This year I set myself the task of completing more passion projects every month. It has been great to occasionally take a step back from client work and push the boat out creatively, learn a new tool or try a new style. I’ve been developing my procreate skills, creating these digital illustrations on my tablet, and then bringing them into illustrator to bring together the brand identity.
The process for a passion project
On fictional projects like these, I still work through a fast-tracked moodboard and research stage of the brand strategy process, so that I can develop the brand personality and design psychology of the project.
Then I experiment with new fonts that I’ve been loving (and I think fit with the fictional brand), colour palettes and other brand identity elements.
Brand identity design elements included:
Main logo, submark and secondary logo, illustrations and brand pattern design, colour palette backed by colour psychology, menu design, and business cards
Logo design using typography from Pangram Pangram font foundry
Brand pattern design using digital illustrative icons in alternative colourway
Character illustration drawn in Procreate and then vectorised in Adobe Illustrator
Menu design in tall portrait format, double-sided, using brand fonts and colours
Mobile mockups using the brand imagery
Meet Ruth, your brand and web designer
Kia ora! I’m Ruth, the face behind Rule Design (and this is my pup, Oki). You can think of me as your design guru, business cheerleader, or tech wiz – whichever you need the most! As a small business owner myself, I know how tough it can be starting out. That’s why I’ll be with you every step of the way, backing you to succeed in your business. Elevating your brand to its full potential, I can’t wait to see your business flourish.