Balance & Blend

Branding
Tourism & Hospitality

Situation

We were approached to develop a new cafe brand identity that would establish strong community positioning and a place for connections. Additionally, we have worked with this client across several projects including a winery brand and a human resources services brand. Therefore, it was key to this strategy for the cafe to connect, cross sell and interact these two existing brands, as well as act independently. Specifically the winery, Balancing Heart, as the cafe is going to offer their wines and also function as their cellar door in Brisbane.

Objectives

Design a welcoming, warm and authentic brand for a new local cafe in Coorparoo, Brisbane.
Create connection between the brand, Balancing Heart Vineyard and the professional services brand, Acacia Connections, located near the cafe.
Develop a brand personality and language that fosters a personal, connected and comfortable community space.

Cafe brand naming

Both the winery, Balancing Heart, and Acacia Connections distinctly focus on community, experiences, rejuvenating and connection. In addition, a key project objective was to develop a cafe brand for a welcoming meeting place. When combining these two elements, it was clear that this brand was a place to rejuvenate and rebalance and to discover a blend of flavours and passions. As a result, Balance & Blend became the new brand name.

Colour Palette with long black, flat white, piccolo, egg, avocado, bacon, roast and wine colours

Social post: warm drinks & warmer company

Brand voice & personality

The brand’s voice and personality work to bring energy and vibrancy to the new brand across the cafe environment, menus and social media. In addition, we created a suite of playful graphic devices to visually elevate the brand personality.