Insight: A recognisable mark for everyday rituals.

The aim was to create a distinctive brand icon that could live naturally across everyday touchpoints—menus, cups, flags, and printed materials. Rather than relying on a traditional logotype, the focus was on developing a character-led symbol that could become instantly recognisable through repeated use.

Visual Identity: Minimal, Hand-Drawn, and Expressive

The icon was designed as a simple, hand-drawn illustration, combining character and gesture to reflect the brand’s warm, informal personality. Its loose linework form gives it a human, approachable quality, allowing it to function confidently both at small and large scales across physical applications.

Application & Use: Designed to work without words

The icon was intentionally developed to stand alone, functioning as the primary visual identifier across menus, takeaway cups, flags, and printed materials. Through consistent placement and repetition, the symbol becomes the brand—building recognition over time without the need for a full wordmark.