an abnormal cafe branding.
Brewtal is a speculative café brand design inspired by propagandist and factory motifs. I wanted to explore how design affects perception and experiment with the juxtaposition between the usually warm, inviting feeling of a café and a cold, calculating institution.
The logo is a house, as cafés are synonymous with coffeehouses. I added smoke elements to evoke a factory-like atmosphere, reinforcing the industrial inspiration behind the brand identity.
BRIEF
COLOR
The color palette consists of red, black, and white. Red is commonly associated with intense emotions such as anger, fear, and danger, so I used it as the sole accent color to create an overpowering and unsettling presence. The limited palette also reinforces the flat, minimalist design by keeping the visuals simple and focused.
TYPOGRAPHY
I chose the Sora font because its sleek, modern forms complement the clean and minimalist aesthetic of the design. Its smooth geometry and balanced spacing also make the overall layout feel polished and visually cohesive.
brand DESIGN
BREWTAL
INDIVIDUAL
TIMELINE
3 WEEKS
ILLUSTRATOR, PHOTOSHOP
TOOLS
TEAM
MOCKUPS
MENU DESIGN
Inspired by the idea that “coffee is fuel,” the menu uses terms like “Full Tank” and “Half Tank” to frame drinks in a playful, industrial way. The train motifs reference phrases like “joining the bandwagon” and “going on the hype train,” reinforcing the fast-paced, trend-driven energy of coffee culture.
LOYALTY CARD
Every beloved café has a loyalty card, so I incorporated one into the branding system. Each stamp adds a coffee cup to the assembly line, creating a connection between collecting rewards and the idea of continuous production, encouraging the customers to complete the card. No. Matter. What.
©Designed by Ann Li