Morning Folks Cafe Brand Identity Design

Morning Folks is a bold, character-led brand identity for a breakfast and coffee spot that doesn’t do mornings quietly. Designed for a café concept rooted in great coffee, fresh pastries, and friendly energy, the visual direction brings together clean typography, expressive illustration, and a punchy red palette to create a brand that’s as confident as your barista’s favorite brew. 

The wordmark pairs a customized serif (Castio Regular) with the breezy clarity of Bree Light for subheads, combining playfulness with clarity. At the heart of the brand are two illustrated characters, stylish, bucket-hat-wearing regulars who embody the easygoing, slightly cheeky tone of Morning Folks. 

Supporting graphics include croissants, moka pots, and sunny-side eggs, used across takeaway packaging, uniforms, and social content to build a system that feels cohesive and full of personality. Messaging is short, snappy, and human, like “We serve thoughtful breakfast, slow coffee, and a seat with your name on it.” From cups to carry bags to uniforms, every brand touchpoint is designed to feel fun, friendly, and instantly recognizable. 

Morning Folks isn’t just another café, it’s a branded morning ritual.​​​​​​​