BAE Coffee

I was asked to contribute to a brand pitch for Bae Coffee, an independent coffee shop located in the heart of Cardiff. While Bae Coffee already had an existing identity, it wasn’t effectively differentiating the business or appealing to its ideal audience. With a large student population nearby due to surrounding accommodation, the client’s goal was to better connect with this youthful, vibrant demographic.

Although the client initially wanted a refresh of the current brand while retaining the original logo mark, I recognised that to truly elevate the brand and strengthen its visibility, a complete rebrand was necessary.

The new identity featured a quirky, contemporary logo mark that resonates with the student audience. I introduced a minimal monochrome colour palette paired with a bold typeface to create a cohesive and modern look. To enhance personality and approachability, I developed a friendly, playful tone of voice throughout the brand’s copywriting. The supporting brand assets followed the same direction, reinforcing the accessible, upbeat spirit of Bae Coffee.

AGENCY: STILLS
ACTIVITY: BRAND / GRAPHIC DESIGN

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