Project Overview
The challenge for this project was to develop a unique brand identity for a venue that functions as a cafe as well as a performance venue for folk musicians.
Brand Identity | Typography | Packaging | SDSU | Completed 2025
Custom Typeface
The starting point for this project was developing a custom typeface, which would become the foundation of the brand. I was asked to modify “Miller” by Matthew Carter, to better fit the tone and style of folk music.
Brand Identity
With the custom typeface in place, I began to develop a logotype for the cafe. I experimented with various lockups to find a layout that feels authentic and eclectic, but intentional.
Pattern
I created a seamless pattern based on the abstracted forms of the custom typeface, which has a lyrical and whimsical quality to it.
Final Deliverables
Type Specimen Book
As a supplemental deliverable, I was asked to create a 14 page type specimen book. The book captures the typeface’s unique design elements, and its connection to folk music.
