The Louies rebrand
The Louies is a group of cafes based in South London and Margate. Their branches are nestled in existing establishments such as housing developments,
art galleries and a church. They wanted to refresh their brand with a coherent, overarching identity in order to expand their business. ​
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In response I developed a distinctive brand language that represents the playful and energetic nature of the company, while standing out in a crowded field. Drawing from the cafes' vintage decor, the branding takes visual cues from mid-century modern design - an era of optimism and jois de vivre. The logo encompasses the energy and vibrancy of the cafes' diverse communities, with an upward trajectory evoking a theme of buoyancy and joyousness that weaves through all of the brand applications.
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Due to the nature of the business, I developed a clean layout system and a series of templates for menus, posters, store signage and social that could be easily implemented by the wider team.
Design, creative direction, motion design,
logo design
I chose a distinctive and characterful sans serif typeface called 'Whirly Birdie' for headlines across print and social, and paired it with Aesthet Nova - a serif typeface that has soft serifs that give it a friendly yet sophisticated feel.
The warm and vibrant colour palette evokes a welcoming atmosphere in each of The Louies’ venues. There is a selection of four equally warm neutrals to pair with the vibrant colours and an off-white and black to use for any monochromatic applications.
