Background
Açai Grove is a new café launching in Chester, specialising in fresh açai bowls and healthy breakfast options. As a new business entering a competitive food and lifestyle market, they needed a brand identity that would stand out, capture their tropical and health-conscious essence, and translate consistently across packaging, signage, and digital platforms. I was responsible for developing a complete visual identity - from logo and colour palette to print and digital assets - that would reflect the brand’s natural energy and modern appeal.
Core problem
The café needed a cohesive brand that felt fresh and premium, yet approachable. Their initial concept lacked visual direction and failed to communicate their unique focus on açai-based products. Without a distinctive visual identity, they risked blending in with other local cafés and losing the opportunity to establish early brand recognition.
Process for Brand Identity
The focus was on crafting a vibrant, contemporary identity that captured Açai Grove’s natural ingredients and relaxed lifestyle aesthetic. The design had to feel tropical without cliché, modern without losing warmth, and versatile enough to scale across digital and physical touchpoints.
Key Actions Taken
Brand Discovery & Moodboards:
I began by researching competitor brands and creating moodboards to define a visual territory that balanced natural vibrancy with minimal sophistication.Logo & Typography:
The logo combines organic curves with clean letterforms, symbolising both freshness and simplicity. A complementary modern sans-serif typeface ensured readability across signage and menus.Colour Palette & Visual Language:
A fresh mix of pastel greens and muted neutrals was chosen to reflect the açai fruit’s richness and the brand’s healthy, grounded nature. Supporting gradients and patterns were developed for packaging and digital use.Application Design:
I rolled out the identity across packaging mockups, social content, and store visuals to ensure consistent brand storytelling from online presence to in-person experience.
Key Features Introduced
Modern logo system adaptable across formats
Colour palette reflecting brand personality
Consistent digital and print presence
Stronger positioning in local café market
Results and Impact
The new identity helped Açai Grove establish a memorable presence ahead of its Chester launch. The cohesive design system allowed easy application across menus, signage, and social media, giving the brand a professional yet approachable feel. Early feedback from customers and local collaborators was overwhelmingly positive, with the brand praised for its fresh aesthetic and consistent visual tone.