Chapel Street Cafe is a vibrant Australian coffee shop and café brand inspired by the energy, culture, and laid-back character of Melbourne’s iconic Chapel Street.

The project focused on creating a warm and distinctive café brand identity that combines urban energy with a relaxed hospitality feel — from the logo and typography to custom illustrations and visual language.

The identity captures the contrast at the heart of Chapel Street — busy urban streets and relaxed café culture.

The visual direction combines expressive typography, custom illustration, and a contemporary graphic system to create a brand that feels energetic, friendly, and distinctly Australian.

The identity is designed to feel at home across café signage, menus, packaging, social media, merchandise, and digital applications.

The Chapel Street Cafe visual identity uses bold typography and illustrated elements to create a recognizable and approachable personality.

Custom illustrations add warmth and storytelling, while the logo provides a strong visual anchor across different brand touchpoints.

The system balances modern café branding with local character, avoiding overly polished hospitality aesthetics in favor of something more expressive and memorable.

Chapel Street Cafe received a distinctive coffee shop brand identity built around urban culture, Australian lifestyle, and approachable hospitality.

The project combines logo design, brand identity, visual identity, café branding, coffee shop branding, hospitality branding, illustration, typography, graphic design, and art direction into one cohesive system.

The Takeaway. A café identity inspired by the street outside — energetic, local, and easy to feel at home in.

WHALES AGENCY:

Creative Director - Artur Mihov

Designer - Ivan Cornea.