In order to capture the nostalgic feel we were going for we used vintage font styles and hand-written script fonts as well as appropriate gold accents. However, we also needed the brand to fit the more modern customers. To do this we avoided any rough textures and overwhelming patterns. The solid colors capture attention that's needed.
The brand expanded from logo and packaging design to merchandise and signage around the new cafe. So, it was important that the brand be flexible and we developed secondary logo marks and icons to suit those needs.