Brew
Lab
The Brew Lab is a modern, industrial-inspired cafe brand with a trendy Gen-Z edge. Its identity combines cool grey with bold pops of pink and electric blue to create a striking visual appeal. The logo, built around a simple coffee cup form, anchors a flexible system of primary and secondary marks that stands out in a crowded market of cafe brands. This brand is made to stand out against competitors - not to blend in. Further outcomes to support the new brand identity includes a menu, a digital loyalty card, coffee cups, and posters. The branding works seamlessly across multiple medias, ensuring consistent branding throughout the next steps of Brew Lab's career.
Brand Identity
The Process
The inspiration for this logo originated from an early sketch featuring a coffee cup paired with a sweet treat. The most compelling element was the text placed within the coffee cup shaped oval, which became the foundation of the Brew Lab logo. To align with the brief, the concept was refined into a simplified and more symmetrical outcome. A vibrant colour palette was then introduced, crafted to capture the attention of Brew Lab's youthful and creative audience — the hot pink and lucid blue work in a striking contrast to achieve a dynamic identity. The colour scheme for this brand is arguably the most distinguishable factor of the brand identity.
