It's a Hidden Cafe

Making the café visible again

overview

I crafted a brand identity for "It's a Hidden Cafe" that reflects its unique and cozy charm nestled in Hillsborough. The design elements including a pastel color palette, distinctive logo, and engaging signage—capture the cafe’s inviting atmosphere. Our work also encompassed graphic posts for social media, brand collaterals, and packaging design, creating a unified and memorable brand experience that stands out in the local community.

Timeframe

April 2024

industry

Food / Cafe

team

Myself

Delivered

Brand Identity

Packaging Design

OOH / Signage

PROBLEM

A vibrant community café was hiding behind a logo that made it look invisible.

Despite being a lively hub for art, music, and events, it’s A Hidden Café struggled with a brand identity that didn’t reflect its true character. The original logo looked dated — almost like something typed in Microsoft Word which failed to capture the energy, creativity, and warmth of the space. This disconnect between visuals and in-store experience risked potential customers dismissing the café before ever discovering what made it special.

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THE SOLUTION

Immersing in the Café Experience

Before touching design, I immersed myself in the café’s world. I researched online, reviewed their social presence, and most importantly, visited the café multiple times to observe the space and speak with the owner. This helped me understand not just the coffee, but the community heartbeat—the art, the music, the retro games, the couches, and the warm, rustic environment.

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Defining the Brand Essence

To translate these observations into design, I began listing words that captured the café’s atmosphere. From this list, I distilled three core brand values—organic, rustic, and hidden—which became the guiding principles for the identity.

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Moodboarding and Exploration

Using Pinterest and Behance, I explored how other community-oriented cafés were expressing themselves. This moodboard helped position our café as a space that feels unique and authentic to its community. With this direction in place, I moved into ideation.

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The Facelift!

OUTCOME

Increased Visibility and Brand Momentum

The final brand identity transformed it’s A Hidden Café from an overlooked local spot into a visually distinctive community destination. The new system aligned the café’s exterior presence with the energy inside—organic, rustic, and intentionally “hidden,” yet inviting. From the main logo and sub-mark to packaging, signage, and social graphics, every touchpoint worked together to communicate warmth, creativity, and belonging.

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After sharing the project on Instagram and tagging the café’s account, the café experienced a notable increase in online visibility. Their account grew from approximately 1000 followers to nearly 2,400 followers, alongside strong engagement on the post itself (1,662 views, 115 interactions, and 28 profile visits). While the project was self-initiated, these signals suggest that clearer, more intentional branding resonated with the audience and helped spark interest in the café.

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