Crescent Café & Bakery
Brand Identity & Design Collateral
When small town charm meets modern minimalism. Crescent Café & Bakery is startup Coffee Brewery in Chicago's West Side. On their main level, you'll find an assortment of coffee blends and freshly baked goods. Upstairs you'll access the Crescent Bar, suitable for the evening crowd. It features a variety of both fruit and coffee cocktails. Enjoy an espresso martini or an iced hibiscus on the terrace. Feel free to warm up near one of the fire tables and take in the urban landscape. Open late.
CHALLENGE
How can one brand serve two distinct experiences without losing cohesion?
With a dual-concept space, this brand needed a cohesive identity. It needed to could function across both daytime and evening experiences without feeling split or inconsistent. The creative brief called for a minimalist identity. Yet, needed to stand out within a saturated café and bar market.
CHALLENGE
How can one brand serve two distinct experiences without losing cohesion?
With a dual-concept space, this brand needed a cohesive identity. It needed to could function across both daytime and evening experiences without feeling split or inconsistent. The creative brief called for a minimalist identity. Yet, needed to stand out within a saturated café and bar market.
INSIGHT
What key realization shapes the direction?
Modern customers are drawn to spaces that evolve with their day rather than serve a single part of it. Everyone is aware that cafés are meant for the morning. With this, the Crescent Café & Bakery brand identity needed a logo that promotes the blend of brewing coffee and a nighttime atmosphere.
SOLUTION
How does the design respond to the challenge?
Generously kerned, minimalist sans-serif typeface
Layered crescent shapes create an abstract coffee mug silhouette, subtly integrating brand concept
Compositional balance through intentional white space, movement, and visual emphasis
Curved forms introduce a sense of movement, creating a dynamic yet controlled visual system
IMPACT
What changed as a result?
Crescent Café & Bakery has been able to utilize these assets to their advantage. Fresh signage upgrades and window graphics being installed on their historic building near Chicago's West Side. Consumer products, packaging, stationery, and full menu revamps have also been created as apart of the branding collateral.
Crescent Café & Bakery
Brand Identity & Design Collateral
When small town charm meets modern minimalism. Crescent Café & Bakery is startup Coffee Brewery in Chicago's West Side. On their main level, you'll find an assortment of coffee blends and freshly baked goods. Upstairs you'll access the Crescent Bar, suitable for the evening crowd. It features a variety of both fruit and coffee cocktails. Enjoy an espresso martini or an iced hibiscus on the terrace. Feel free to warm up near one of the fire tables and take in the urban landscape. Open late.
Chicago
AV Design