End-to-end brand creation and creative direction for a contemporary café concept, from identity development to packaging and customer-facing applications.
By the Park
Client:
Service:
Date:
Overview
By the Park is a contemporary café brand developed from the ground up, from the initial concept and logo through to the full visual identity, packaging, menu system, illustrations and customer-facing applications.
I led the overall creative direction and brand development, defining the visual language and design system while coordinating and supervising a small freelance design team across different execution tasks.
Challenge
By the Park needed a visual identity with enough character to feel memorable from the first interaction, while still staying simple enough to work naturally across cups, menus, packaging and digital content.
The challenge was to create a brand that felt distinctive without becoming overly complex, and flexible enough to grow across new applications over time.
Solution
I built the identity around a clear visual personality, then expanded it into a flexible system of typography, colour, illustrations and branded applications.
As creative lead, I directed the overall creative work, assigned execution tasks across the freelance team, reviewed and refined the outputs, and maintained visual consistency and quality throughout the project.
MORE WORK
Selected work across brand identity, creative direction, visual systems and large-scale brand experiences.
