Café branding & visual identity for Espresso Momento

Overview

Giving Espresso Momento a face of its own

During my time at Notic Agency, I designed the identity for Espresso Momento. The client wanted an illustrated character, and my goal was to make it useful across the whole brand, from the logo to the smallest pieces of packaging.

Logo

One mark with several ways to use it

I developed the character and wordmark into horizontal and stacked lockups. That gave the café options without needing a different logo for every application.

Typography

Finding the right amount of personality

The character was already expressive, so the type and colours needed to work with it. I used contrast between ITC Garamond Std and Bevan Serif Condensed, then built a palette that could feel warm in one application and playful in another.

Packaging

Testing the identity where people would see it

Packaging was the real test for the system. The character needed to work on a small label as well as a large bag, so I adjusted the layout for each format rather than repeating the same composition.

Applications

Taking the identity beyond the cup

I explored how the system could work on clothing and in café scenes. These applications helped show which parts of the identity could change and which needed to stay familiar.

Social media

Making room for the product

For Instagram, the identity needed to sit alongside photos of coffee and desserts. I carried the character, type and colours into the posts while leaving the products enough space to be seen.

Learnings

Flexibility starts with something recognisable

The layouts changed a lot from one application to another, but the character kept them connected. That was the most useful lesson from this project for me. A visual system does not need every piece to look the same to feel like the same brand.