LOCAL — Neighbourhood Coffee Brand Identity

LOCAL is a neighbourhood coffee shop whose whole pitch is the street it sits on. The identity had to feel like the corner it came from, not like a chain that could be dropped anywhere.

The wordmark is a heavy seventies-style script with one quiet trick: the counter of the O is cut into a map pin, and the A carries the same notch. It is a location marker hiding inside the name, and it is the only piece of cleverness in the system.

Everything else is warmth. A cast of hand-drawn regulars — a courier, a couple, a dog walker — runs across cups, bean bags, totes and aprons, printed in black on off-white so the illustration does the talking and production stays cheap.

Deliverables

• Primary wordmark and map-pin mark
• Monochrome colour system
• Character illustration set
• Bean bag, cup and carrier packaging
• Menu board and in-store collateral
• Totes and aprons