THE GARDENCAFÉ
A café with a different appeal, offering visitors a calm atmosphere with an inviting innovative identity
VIEW
In 2015, a new addition joined Cairo's F&B scene. The brief was simple "It's a new café". Leaving so much space for the agency to create something unique.
In 2015, I worked mainly as a content creator, but I joined MO4 agency for exactly three days. In those three days I was handed one brief: some photos of a calm elegant atmosphere and the name "The Garden Café", the job is to match this with an equally charming brand.
The second day, a logo was created with a twist: It treaded the logo as a living element, changing in shape to fit the application. This required creating the logo each time from it's building blocks.
THE CHALLENGE
The challenge was to accommodate the needs of the F&B industry, which usually uses the logo as a sole branding element on signage, ads and social media.
THE RESPONSE
The logo was created out of three elements: 1) A bird standing on 2) a twig, and 3) a simple type. To address different application with a quick solution, the bird and type's position was fixed, while allowing the twig to change shape to respond to the space. Creating a dynamic logo that keeps the brand solid while making a new impression each time it's used.
ERA
BLES
- 01Logobrand
The logo was a success that there were no revision cycles, landing at the heart of our client at first sight.
The novel (back in 2015) approach to create a dynamic logo to change shape instead of a fixed mark was a success. It led to the logo used freely on all surfaces, leaving the marketing teams with more freedom to break to monotone copy+paste application of the logo.
"The client LOVES it"
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