Seven, two, then a cup.

New case study: Cafe Seventy Two, a brand identity for a coffee house, told as one day at the cafe, from doors open at 06:00 to last call at 23:00.

The name is a number, so the mark writes it. One monoline draws the 7, loops into the 2 and finishes as a cup with its handle. Beside it, a tall gold tab holds the word CAFE, like the label on a bag of beans.

Under the surface, the system is strict: → One line weight, round terminals. Nothing is filled; everything is drawn. → The tab is 1:3, the proportion of a bag label. Its top meets the centre of the 7, and the cup sits on its base. → Six colours, each sized by how much it’s used: Espresso Ink, Roast, Crema Gold, Travertine, Steamed Milk and Morning Sky. → Archivo for the working voice (times, prices, menus), Instrument Serif Italic for the human one.

Then we followed it through the day: takeaway cups and the barista’s apron in the morning rush; menus, ceramics and a painted mural at lunch; beans, a tote and a loyalty card that counts in sevens in the afternoon; and neon, a brass facade sign and bus-shelter posters after dark.

Scope: Logo, Identity System, Packaging, Signage, Motion Studio: Theepa Studio, Dubai

Check it out: https://contra.com/p/QlMsWmco-cafe-seventy-two-or-brand-identity-for-a-coffee-house