Euphorium

Challenge. Rebrand a well-established, London-based coffee-house chain, freshly acquired by Soho Coffee Company. Focusing on the bespoke nature of each site and being a social hub of the community.

Solution. From business-suited Threadneedle Street to leafy Hampstead Heath, the new brand had to be versatile while maintaining a core visual identity. While the logo stayed the same, the palette, textures and location logo lock-up changed to mirror the location and local community of each site.

I ran this project from start to finish, from concept to presentation, design and asset creation.

Warm, friendly and accessible, a traditional handwritten script (like the baker’s signature) was the chosen logo from five alternative presentations. The Cinnamon Swirl is a speciality of the bakery, hence the copyright icon.

As brand guardian, I created a mini-set of guidelines for the in-house design team, and made sure I was always available to act as a sounding board.

Of course, the brand had to work in all situations — from interiors and takeaway coffee cups, through bags and wrapping paper, to loyalty cards and product cards.