Stand Out, Calmly!
Cairo is known for its huge and diverse F&B scene. Major international brands like Starbucks and Costa Coffee compete with small individually owned, cozy coffeeshops.
The Garden Café came into this bustling scene in 2015. Its goal was to be as big as international scale, but as cozy as your own private zen garden. The brand was not implemented based on the idea presented, which was out-of-the-box presenting the logo as a stand-alone version, but also able to interact with the space that surrounds it.
The logo in application
Original Concept
Basic structure
Other than the circular independent version, it was also suggested that the border (twig) can take the shape of the enclosing space, adding a consistent yet amusing and unique application.
Here, the twig follows the cylinder shape of the paper cup
In rectangular application
The Twig, or the original circle in the logo can change its shape, the twig is always closed (your own zen garden) with the bird resting gently at one corner, and the name on the opposite.
The original soft colors and the playful application of the logo aimed to help create a soothing atmosphere, and a memorable style and image that is unique to the brand.
