Project Duration: July 2018–Present
Art Direction & Design: Christopher Santoro
Collective is the concept for a new cafe & wine bar, founded on the desire to create a place where new ideas and perspectives can be shared. While the majority of the offerings would be beverages—particularly coffee, tea and espresso during the day, and alcoholic beverages during the evening—a more developed menu would be developed long-term.
During the brand discovery phase, we found that the brand itself wanted to be warm and welcoming, but with a more sophisticated tone. The identity itself had the potential to be more “liquid” in its design, allowing for tons of different visual applications. The logo system was created off of a simplistic, yet fun series of illustrations depicting morning and evening beverages; ultimately leveraging a color palette and textiles indicative of those service times. We worked from there to conceptualize and develop a wide variety of hip and bold materials that, at their core, reflected the brand’s values.