BRAND IDENTITY
Afternoon Coffee & Swallowtail Bodega
A flexible identity system for an independent coffee brand and its shared neighborhood storefront.Afternoon Coffee Co. was designed to stand on its own as a coffee brand, while its physical location is shared with Swallowtail Bodega, a market for locally grown food and flowers. The identity system needed to support both roles: giving Afternoon Coffee Co. an independent presence while creating a connected expression for the combined café-and-bodega experience.
Scope
Brand strategy, visual identity, logo system, typography, illustration, and packaging
DELIVERABLES
Primary and secondary marks, patterns, fonts, packaging, signage and merchandise
A BRAND AND A SHARED PLACE
The two marks were designed to feel related without functioning as variations of the same logo. Shared typography, illustration, color, and tone establish a clear connection, while differences in composition and naming allow each identity to serve its own purpose.
Afternoon Coffee Co. remains recognizable as an independent brand, while the combined lockup represents the shared café-and-bodega experience.
The final system gives Afternoon Coffee and Swallowtail Bodega room to operate independently without losing their connection. Together, the identities create a shared visual world that feels local, approachable and specific to the experience of the space.