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When the Cho fam­ily asked brand­ing agency Re to cre­ate the iden­tity for its new Syd­ney-based café, the brief was rel­a­tively sim­ple: make it stand out from all the other lo­cal cafés.

“They also wanted to en­sure that the brand’s iden­tity and per­son­al­ity re­flected its ethos of be­ing a café that re­spects the ori­gins of ev­ery in­gre­di­ent and tin­kers [with them] just enough to show­case their nat­u­ral beauty,” says Re de­sign di­rec­tor Daniel Ioan­nou.

Re de­vel­oped a name in line with the café’s ethos of ‘bar­ing all’ and ap­proached il­lus­tra­tor Christo­pher DeLorenzo to bring it to life with tex­tured, cur­va­ceous hand-drawn fig­ures, which in-house mo­tion pro Su­mita Ma­haraj an­i­mated.

A candy pink and navy blue colour pal­ette ties the scheme to­gether, from the cof­fee cups through to the in­te­rior de­sign. “In an era where the abil­ity to share your meal on so­cial me­dia is just as im­por­tant as the taste, we had to craft the brand to flex,” says Ioan­nou.

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